This week has seen a major debate on the use of the word agency. As challenges to the traditional ad agency model appear, the tweaking starts. And one of the first tweaks is a rebellion against the name – no longer an ad agency, but a – well what exactly?

Of course, the point here is that this is a rose by any other name. It doesn’t matter if WPP now calls itself a global Horace, it is still an agency. Dissatisfaction with the agency model isn’t about the name, it’s about the model. The discussions generated by the Ad Age piece define this well: marketers want to see something different, not taking issue with what people are calling themselves. And as someone comments, they thought it was more the word ad that confused people in these mixed media times.

As blur Group further establishes itself as a new way of sourcing marketing campaigns through its Creative Services Exchange, it’s safe to say that we don’t really care about what anyone calls themselves. On our exchange sit creatives: agencies, independents, independents who are effectively micro-agencies. But our concern, and the concern of those using the exchange, is that they can now source creative work from all these to their specifications and requirements. The ultimate ‘name’ or category of the supplier is far less important than the work that’s delivered.

More crucially, using the Creative Services Exchange gets away from the need to have different agencies for different disciplines, or search for the holy grail of the integrated, but affordable, agency. All elements can be sourced: it may be one supplier, it may be several, it may change each time. But the process is the same as are the benefits in the transparency of interaction, efficiency of turnaround and the key gains in value, choice and creativity.

Language is really important to us here. The Creative Services Exchange isn’t an agency. It’s not even an agency alternative. It’s an exchange. Just like a commodities exchange, a stock exchange. In this case it’s a way for businesses to source and sell creative work. It’s a new way for marketing heads to work, providing everything they need in terms of programme, campaign and creative deliverables.

So we now have on average two new businesses a day using the exchange and over 10,000 creatives sitting on the exchange. That’s a milestone we’ve just passed. But we’ll only reach the final post when the agency world realises that no matter how hard they try, building a better mousetrap, or calling it a rodent capture device isn’t the answer brands are seeking. Delivering services via an exchange is a win for both buyer and seller – as you can find out by submitting a brief, or joining the creatives on the exchange. And there’s no need to worry about what to call yourself.