Hasta La Creative!

Announcements touting pacts between agencies and social-media companies are plenty fashionable. But how significant are they? Many are thin on details, making them look like nothing more than a public high-five.

“There are a lot of kind-of-empty announcements [coming] out of the marketplace,” said John McCarus, senior VP at DigitasLBi.. “The truth is, as long as the media keeps printing them, there will continue to be announcements.”

For example, last month Instagram and Omnicom announced the holding company would spend as much as $100 million over the course of a year with the photo-sharing site. But what special treatment Omnicom was getting wasn’t spelled out.

Continue reading at AdAge.com