The agency has to be a more collaborative, communicative organization, ... New kinds of internal incentive plans to socialize this behavior are crucial. The agency of 2010 has to provide total transparency. How else can you talk to the Internet generation?

It's a lot of relationship building, horse trading and detective work. When you work in this field you meet a lot of people, but they're not just going to take their pieces off the wall for you.

To have both in one person makes a great double-barreled asset for us.