Javier from Fullsix knows I don’t like working with Digital agencies because they mainly tend to think… digital. He understands that just as well as I do – proof of it the “facebook mirror” project he developed for Diesel Spain over 2 years ago – My position is that you need to become “channel agnostic” in order to move both digitally and “real world” to combine the true strength of all media. 360 ap proach , cross-platform, whatever you want to call it, needs to evolve into Idea-Execution–Result-Analysis-Improvement, whatever the medium.