I like this from Zeus Jones:
"To me, marketing as a service is an operating philosophy – not a deliverable. It’s a school of thought around how business success and customer care/acquisition can be achieved. One shouldn’t deliver branded utility as a part of an integrated campaign or even as a campaign per se; instead there should be a commitment to work being useful into the heart of everything that’s done. This is as true of the agency side as it is of the client side. Once you embrace this as the way you’ve decided to go to market, it’s not about issuing or working on a brief. Instead it’s about a holistic approach to doing business."