In the growing world of customer generated media and customer generated content, what is the role for the traditional agencies (oh, and I include "digital" in the traditional category).
Those agencies that have or are willing to hire the right competencies can be signposts, Sherpas or translators. They can help derive meaning from the chaos by applying their understanding of consumer behaviour, attitudes and demographics to bring value to advertisers...
In an article in OMMA, Greg Verdino, chief strategy officer of Crayon says:
"There’s still a role for agencies as strategic consultants and as curators of all that consumer-generated stuff out there. “There’s a ton of consumer content created every day, from Tweets to branded items in virtual worlds. Agencies must help advertisers find and celebrate the best of what’s being made by consumers — in a way that supports both the brand and the person who created it."