He said he felt agencies were erring in their decision to put new media front and center of their competencies when talking about what they could do for clients. It was too limiting - ensured that PR remained on the lower-end of the spectrum. But this was an advantage for his firm because he pitched branding as his agency's core competency. His reasoning: clients know what PR agencies can do in the traditional arenas. But showing the client what an agency can do on the business of branding is a value-add that other competitors may not be stressing.
That seems like an award-winning approach.