Don't know if you read Dave Dye's private view in Campaign last week but he put his title down as 'commissioning editor.' The thought behind it, he explains is that " with so many media channels available nowadays, I'm as likely to be commissioning a 3d designer or web builder as I am to be directing creative work." Now we thought this was quite a nice little joke. And we absolutely understand what he means. Because we believe the future lies in specialising not generalising. Which for us means teaming up with other specialists to make the big idea come to life across all channels (rather than saying we can do it all ourselves). So actually we do our fair share of commissioning already. However we've just checked out Dye, Holloway, Murray's website and Dave really does call himself 'commissioning editor.' Now that is a bit worrying, because as he himself says " Sounds a bit pretentious, doesn't it." However you've got to say this for Dave, even if he has got a title more fancy than plain old ' creative director,' the work is consistently good. Check out their website.