Yes, it's a good topic. I've noticed that we're up against non-traditional competitors more and more. Traditional ad agencies invading our turf. Digital agencies. "Marketing agencies." So, it's only right that we should meet them not on our turf, but on the new turf that's changed the traditional equations.
Interestingly, as I look back on 2012 at my firm, only about half of our revenues are from what would have been considered traditional earned media services. The other half? Video production, public engagement, design and development.
You've probably noticed the absence of social media from that last. Where's social? Integrated across everything we do.