I think marketing and agency people spend more time online theorizing about new models and bitching about old ones than just getting on with doing great new work. It makes for entertaining bickering and commentary, but for the most part, I think that there are some common mistaken assumptions in the arguments that prevent a lot of these discussions from being very helpful.

There is a difference between traditional agency business models becoming obsolete and traditional creativity becoming irrelevant. Just because the product of traditional agencies has been, for the most part, television and other "creative" that was produced by writers and art directors, and just because that kind of creative output is not the only thing required today, it doesn't mean that there is little need for the craft skills of writers and art directors.

Of COURSE, it will only be one part of the puzzle, but to conflate a declining business model with the irrelevance of the craft skills that are a part of that business is superficial. The business model on which traditional agencies are built needs to be torn down and rebuilt, and in the process of doing so (assuming that this will actually take place) smart, curious creative people will find a role in the future marketing landscape. I think a lot of agencies know this, but legacy, old processes and business models prevent a lot of meaningful change.

But another reason why I think throwing out a term like "Digital Creativity" is quite shallow is that in the ecosystem of all the different things a brand requires (utility, content, community, entertainment and so on), the craft skills found in a traditional agency play a part. Plus, many creative people in traditional agencies do play nice in the sandbox with other creative types. It is an ignorant myth to suggest otherwise.

The truth is, there isn't going to be a single model for the future of marketing. There are likely going to be a lot of different models and specializations, with varying degrees of diverse teams comprised of technologists, designers, strategists and, maybe even writers and art directors. In my opinion, it is a wee bit presumptous to suggest otherwise. The digital creative future is still to be decided, and with it the role of storytelling for that matter.