Wall Street Journal article on job swaps between Google and P&G and the digital struggles of a consumer product company has the following quote…

“The worst answer you can hear from an agency is, ‘Don’t worry, we have a group to handle interactive,’ said David Bell, a Google consultant, during a session with some P&G job-swappers at Google’s New York office. ‘Interactive isn’t a group, it’s everybody’s job,’ said Mr. Bell, who himself formerly headed Interpublic Group, a major advertising-business holding company.