Big idea digital debate - can digital agencies take the lead?

LONDON - Big ideas used to always come from above the line agencies, but is it now possible for a pure play digital or integrated agency to take the lead?

Blue Skies Marketing Recruitment recently held a digital debate at Rex Bar & Cinema in Soho to find out who now owns the "big idea".

The debate featured four leading contributors to the creative and digital industries putting forward very different perspectives.

It was chaired by Mike Spicer, group managing director of EHS Brann.

Click on each clip to watch the panellists arguments.

1. Andy Hyatt, head of digital at Bernard Hodes Group

The integrated agency is best placed to own the "big idea".

2. Craig Morgan, managing partner at Spike

 The consumer owns the "big idea".

3. Buster Dover, head of digital at VCCP

 The client owns the "big idea".

4. Aaron Martin, executive creative director, Syzygy

 No one owns the "big idea".

The audience voted Martins the winner with his "No one owns the big idea" theory.

What do you think? Post your comment below.