Amber in Media Magazine: "Fluid, agile, dynamic, nimble: That's how agencies and marketers are expected to be these days, always in a position to react to discoveries and changes in the culture or marketplace. Innovation and ideas flow in real time online, and in order to be part of the conversation, you have to be fast. Everyone agrees on that at this point. Well, they do in theory. But in real life, it seems the structures and processes on both the agency side and the client side are designed to prevent this at all costs. "