AdAge talked to top executives at some big agencies to find out if they are ready to deliver their clients' messages to today's wired consumers. The upshot: could you repeat the question?

AdAge wanted to discover whether agencies that are more rooted in traditional media feel comfortable using digital media to reach consumers if necessary. Laura Desmond, CEO, Starcom MediaVest Group, the Americas; CEO, MediaVest USA, said that "readiness is the product of doing." She says that her agency focuses on its employees. Starcom promotes a working environment where the workers are happy, feel challenged, and yet have the ability to express their creativity.

Richard Beaven, CEO, North America, Initiative, explains that his agency views advertising as content, and media as marketing. He adds that "We are focused on talent, capabilities and organization, hiring diverse skills to bring new thinking to our teams, as well as rotating positions internally to do the same; research now provides deeper insight to consumers as people and communities; and buying is restructured under the concept of Activation where we're building redefined partnerships with media companies and content developers."

Nick Brien, worldwide president-CEO, Universal McCann said that agencies must stop trying to distinguish between 'traditional' and 'digital', as we are now in a digital world. "At Universal McCann, we have totally eliminated the silo mentality and have created a culture of collaboration."