But Poptent isn't always leaving agencies out of the loop — about 20% of its work comes from agencies rather than directly from brands. Chicago-based marketing firm Robinson Maites, for example, which works with FedEx, handled the ad buys via Poptent for the shipping giant. And Poptent worked with OMD on campaign strategy related to the GE "Tag Your Green" assignment. Boutique creative shops may also be among those submitting prospective ads.

via www.mediapost.com

This is a new, important role for agencies: Finding the idea, vs. creating the idea. More on this soon…