I can’t decide if this was a rather clueless attempt at publicity-by-controversy, or whether there really is that level of ignorance at that level.

The problem comes when you’re dealing with the kind of organisation that puts misguided faith in the likes of Sapient – there are any number of clueless CIOs who will be hanging on their every word, and will now associate “blog” with “pet rock” without any intermediate mental processing.

I think it comes down to simplicity, ultimately. It’s a cliche, but the best ideas are simple – and if your business model is based on overwhelming your clients with complexity as a means of justifying your billings, you’re not going to take kindly to this sort of tool…

I just find the big agencies’ complete misunderstanding and ignorance of the “new technologies” (for want of a better phrase) really exciting. I love it when they just don’t get it, it means the smaller innovative companies get a chance.

I’m currently working on a couple of projects that would almost definitely have suffered from the “sorry, your ideas were great – but we decided to take them to a bigger agency as they must be better” syndrome 3 years ago.