Digital shop Big Spaceship's claim that it should have received more credit -- and shared the Cannes Lions Festival prize -- with BBDO for the "Voyeur" campaign for HBO underscores a disconnect between interactive shops and some traditional agencies over the importance of the role of digital in the creative process. "You need an army," said Michael Ferdman, managing director of digital shop Firstborn, New York. "The idea is going to be spurred by two people, but they need to embrace all kinds of tentacles. It's like a starfish."

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