That quote came from SapientNitro Chief Creative Officer Gaston Legorburu. He said it while I was interviewing him life on stage at OMMA Global this morning, and while it's difficult to live blog while on stage, I took some notes to blog this afterward, because I thought it was really insightful.

In the debate over ideas versus execution, John Winsor, chief innovation officer at Havas comes down on the side of ideas. His view is that execution is becoming commoditized, pointing to technologies like 3D printers becoming commonplace items at home or office. Because seemingly any gadget can be made cheaply at scale, "I would say ideas ideas are way more important," he said. Digitas' Kinsella noted Digitas tries to main an atmosphere where tech development is ongoing, with media companies constantly coming into the agency to offer input and collaborate on projects. "We are very much a kind of open …

That's what Madison Avenue vet turned Co: Collective collaborator Ty Montague said when asked by OMMA "What Is An Agency" panel moderator and 4As chief Nancy Hill to answer the question.

It is that you don't talk about Co: Collective, of course. At least that's whay founder and CEO Ty Montague just said, violating his own first rule during the opening "What Is An Agency" panel on Day Two of OMMA Global in New York.

The morning panel session at OMMA Global asks the Big Question: "What is an agency?" The take is that the AOR is giving way to a more collaborative approach among agencies as a result of the increasingly complex media and technology landscape firms have to navigate at breakneck speed. Digitas CEO Colin Kinsella says agencies have to partner with other agencies to carry out integrated campaigns like the firm's Small Business Saturday initiative for American Express. Does that mean losing some control? Yes. Quoting those noted integration experts, REO Speedwagon, he advises, "Hold on loosely, but don't let go." In …

Surrender or die! That's the message from agency heads at OMMA Global's morning panel, "After Radical Digital Change, What Is An Agency?" "You can't do it alone," according to Colin Kinsella, CEO of Digitas North America. To "really win," he says, agencies have to collaborate, which requires surrendering some degree of control, and, often times, the end result of your work. Quoting American rock band 38 Special, Kinsella recommends: "Hang on loosely, but don't let go." Reuben Steiger, Principal at Method, loves the idea. "I was always a little bit kinky," he says. "I always liked collaboration ... Once you've …

Mobile is rapidly growing as a consumer medium but it's often been faulted for giving marketers a limited creative canvas because of the screen size. So where does creative fit into mobile? SapientNitro's Legorburu says the solution has nothing to do with trying to shoehorn a banner or existing ad formats onto the mobile screen. Instead, he focuses on mobile as the link between the digital and physical worlds, reshaping everything from shopping to dating. In particular, he says SapientNitro is doing a lot of work currently in relation to retail and location-based services. He says, in effect, mobile will …

Continiuing the existential ad theme from Monday, Gaston Legorburu, worldwide chief creative officer , SapientNitro is asked a Big Question in the opening keynote of Day 2 of OMMA Global: What is creative? He suggest that the traditional emotional element of advertising still has a central place in the digital world, and that there’s room for “both imagination and systems thinking in that new forumula. As chief creative officer at SapientNitro, he says his job is to connect the art and science of advertising. “It’s more about having a broader palette as a creative than just having words and …

While mobile coupons may not have taken off, Nielsen's Ken Cassar suggested that grocery stores will lead the way in that area even though they're not considered the most progressive when it comes to adapting mobile technology. But the inherent frequency of food shopping, the range of grocery items and the amount of shopping data involved position grocery chains to be at the forefront of mobile couponing.

Is location-tracking and smartphone penetration making mobile the ultimate medium for reaching people with the right message at the right time? When it comes to push notifications, Michael Bordash of mobile messaging firm Xtify said adding location data to messaging is boosting open rates to 60% to 70% from about 20% for standard notifications. He mention brands in particular such as InterContinental, which combines geotargeting with a customer' history to send its best clients customized messages when they arrive in a particular city. H&M, likewise, uses demo information with location data to send targeted coupons to customers. When it …