In the debate over whether interactive houses have what it takes to lead the ad industry, Jacques-Herve Roubert, president-CEO of Nurun, a global interactive marketing shop, comes down on the side of digital, saying that "today's creative ingenuity lies within the idea, the technology, the concept, the innovation and, perhaps most important, the Holy Grail: consumer connection." Immediacy, quick response times, superior metrics and greater flexibility are all giving digital a leg up over traditional media agencies.

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