Today at PodCamp Singapore Mitch Joel of Twist Image (pictured) talked about marketeers using the social media as a platform for creating content. He gave great examples of companies creating great podcasts, and building genuine communities around real (not marketing fluff) content.

The same thought crossed my mind a few months back in a slightly different way. I thought: Would I rather watch a series of TV commercials or a feature film? I voted for the film.

Would it be possible for a company not to spend small amounts of budget on a series of TVCs, but pool it together and produce a feature film that's actually screened in cinemas? Or better yet, make it a free download!

The question now is, do agencies have the expertise? Can we move beyond creating buzz to creating content?