For traditional shops to adopt the "360-degree" model of multiplatform services, they must recruit "innovation drivers," who can keep in mind the big picture, according to Erika Weinstein, president and co-founder of Stephen-Bradford Search. "The reinvention of the traditionally siloed agency is not just about keeping up with the times; companies also are finding that the incorporation of creative services under one roof may attract the best talent," she writes.

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