Being both creators and curators.

Now, rather than issuing top-down, one-way messages, it is necessary to know how to have open conversations with consumers and create popular culture. Not just talking from brands, but helping brands to talk to their consumers.

Agencies today must be co-creators with consumers and get outsiders who are inspired by their campaigns to execute them. They must be both curators and creators. Create a framework that allows others to contribute, and be experts in community building.