Cory Treffiletti, writing for Media Posts’s Online Spin takes up that famous argument being wrestled with in the agency world. To consolidate or not. Check out the article here.

The gist of this is that agencies, if they are to compete in an environment of ‘multi-tasking and media fluidity’ need to be seen as seamless multi-taskers not silos. To do this, they need to organize their business units around client’s needs –if they are to put their money where their mouth is and become ‘partners’ not vendors.

"Outdoor is going digital. Broadcast is going digital. Even print and radio are finding ways to go digital. The methodologies and processes which have been built in the Interactive business are primed to be integrated, at least in part, into the rest of the business. By continuing to run separately from the "traditional" business, agencies become territorial and they create infighting over where dollars need to be spent."

But agencies, that are often scapegoats for the present not-seeing-the-wood-for-the-screens impasse, are not the only ones culpable. Starcom’s John Muszynski called on the TV industry to stop painting themselves and everyone else into a corner, with the Upfronts. In case they hadn’t noticed, he pointed out something that is patently obvious now –that "content has leaped from TV to encompass all screens." It’s demand and supply, folks. Content will flow where the demand is, and in real-time. The Upfronts are vestiges of the 20th century media-buying tactics, when the Big 3 networks were talking about different kinds of screens!

In a somewhat related story, Yahoo announced a way to record TV programs on screens other than TV. Talk about fluid media and leaping content!