Another reason why agencies should be leading the way is because they are often staffed by the very people who push the boundaries of mobile, social and other emerging platforms.

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All told, a lot of emerging platforms are out there that we as marketers can use to really move out of our comfort zone and surprise our clients and consumers.

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"Through the launch of WatchESPN, as well as the overall multi-year Disney relationship we announced earlier this year, we are providing millions of customers the opportunity to get more sports and entertainment programming across multiple platforms, " said Matt Strauss, Senior Vice President, Digital and Emerging Platforms, Comcast Cable.

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