re: "I think your missing the point slightly. "

I don't think I am. Or at least i didn't mean to ;) Before iTunes there were (and still are) plenty of outlets to sell music and games. If iTunes becomes a monopoly then these outlets will close down - and not necessarily through the natural affect of market forces. I point out the Microsoft antitrust settlement as a model of how a big business can extend its reach unhealthily into other areas and the danger is that Apple's iSlate will do this. It's understandable that Apple's very cool and slick marketing will help them become number one (Microsoft) did the same. But that's no reason to allow that to go unchecked or unregulated.

Why so many anonymous commentators on this? It's a simple enough story. It's good news for all involved. And it is good business sense.

Well done.

So let's get this straight. TBWA have shown they can't design but can create a list of "brand values". So they convince MPA to "crowdsource". MPA see an opportunity to stop paying TBWA huge sums of money. MPA manage to undermine the North West creative community's ability to make a business out of being creative leaving TBWA to create strategy which they don't have to actually deliver on.

Neat.

And nice publicity for the judges.

Might I suggest that if MPA really want to promote the "North West’s status at the frontier of the UK creative community" AND save money that they pick an agency which is capable of delivering strategic design at a budget to suit.

Agree with Will on the right toy for the job (or did I read more into his comment there?) It's also worth pointing out that the return value of social media has yet to be established. As a brand building exercise the merits of Facebook and Twitter can certainly be appreciated, but as a way of increasing sell through, the benefits are less clear. Sure, it's an easy way of preaching to the converted but as for expanding market share - well, where's the data?

Advertising through these forms of media can often have the effect of interrupting conversations to bring a word from the sponsor. It's an open topic that the intrusion of admen into this arena is unwelcome.