"In Roberts' formulation, the brand navigator devises an overall message, then subcontracts the work to the relevant people--interactive shops, direct marketers, and so on. He is attracted to the concept, in part, because Saatchi would get paid based on the performance of the entire campaign rather than on the hours spent making ads. That would help him extricate the agency from the flagging traditional ad business. Roberts isn't the only advertising executive scrambling to reposition his agency as a brand navigator. Big names like TBWA, BBDO, and Ogilvy & Mather are doing so, too."
Struggles of a Mad Man
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