"The question for creative agencies is whether they can wake up, react to what's going on, engage the crowd, and make themselves a part of the new reality."
Jon Winsor, VP/Executive Director, Strategy and Product Innovation at Crispin, Porter + Bogusky
I found this quote here, and it was originally published here, and it seems to be related to this.
Also. For those interested in the real-world answer to the question above, see comments on this article. It's a long road ahead ;)