PSFK did a little write up on mainly R/GA (though it also mentions Razorfish).
R/GA has termed its approach for acting as an innovation engine for its clients as ”platforms plus campaigns.” The central idea being that clients, many of them in commoditized industries, need innovation before communications. Long-lasting digital innovation will supply a message and value that a campaign can then communicate, and draw people in with. In other words, “build it, tell them about, and they will come”…vs. telling them to come without having substance to engage consumers with.