"JOSH Spear is living the slacker dream come true. A 24-year-old college dropout dressed in a T-shirt and sneakers, he's the in-the-know guy corporate suits call into their boardrooms to answer the question: "How can we get young people to think we're cool and buy our product?" His title of online strategy consultant doesn't really do justice to Spear. As co-founder of the digital think tank Undercurrent, he's an arbiter of all things hip to the Internet generation, courted for his insights by companies from CNN to Ford."
"CMOs, being overwhelmed as they are, will demand that their agencies offer all three capabilities: SEO, PR and big, creative social media ideas. And if they can’t get them in one place, they’ll definitely insist that their two or three agencies work as partners to maximize a brand’s investment. So here’s my advice, for what it’s worth. Let’s all focus on something positive. Instead of constructing an argument as to why other types of agencies are clueless, we should all prove that we’re not, by building our capabilities and our alliances."