Brands, especially CPG brands, need to set some direction here. If they do that, they will have more reasonable expectations from agencies whether that agency positions itself as a boutique or part of a holding company. Agencies are in business to help brands connect with their customers; no more, no less.

The operative word here is connect. Big brands need to task their agencies with one simple job, which is to "connect me to my customers through the internet and wireless." If that job is best accomplished by tying in more traditional venues such as TV, in-store and direct marketing, go get it. If not, big brands need to give direction accordingly.

What no one needs is trash talk from a player who has a million dollar contract and a $100 game.