"Welcome to the brave new world of Branded Utility, where brands look to provide a useful service or a helpful application; to give people something they actually need - without demanding an immediate return. Web 2.0 means that it's never been easier or cheaper to develop applications."
-- Simon Andrews, MindShare's Chief Digital Strategy Officer
This is precisely the point that Frank Striefler from TBWA\Chiat Day makes on PSFK:
It's time to "move the agency from creating messages to content & brand behavior".