"Many of us may baulk at the idea that ‘Creative’ sits as a shared task… but thinking about brands marketing themselves in a social web context – where the content is often real-time and personal – how many brands are exclusively outsourcing their voice on Facebook and Twitter, say (and/or will continue to do so)?
With all the blurring and collaboration, not to mention the warp speed with which we all need to work, comes a need for agencies to keep an eye on the value and difference they bring. To repeat: Clients pay for the things they cannot do themselves. Add economic pressure to the mix and you cannot help but think that too much duplication is unsustainable."
BHH Labs asked the question... I'm just the messenger.
Read more here.