Understanding web 2.0 leads to greater creativity

This week adholes did a great twitter post with a link to bnet. Apparently Saatchi and Saatchi failed to secure a URL to it's own name and a brilliant London based viral shop secured it for it's very own promotion. The result, the little engine that did, Asabailey Viral Advertising,  out-shined, out-created the advertising giant. At the same time, they clearly demonstrated their expertise and creative chops. Kudos to them!  Out of the box, web 2.0 creative thinking can only be implemented by knowing what's in your toolbox. So if you think just any old creative can do social media, think again. Traditional conceptual creative thinking is a strong foundation and entry point. To get to play in the web 2.0 big league, ya gotta know the tools.