You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract SoBe Ditches Creative Agency in New Marketing Approach Brand Breaks From Mold to Focus on More Team Collaboration By Natalie Zmuda, Published on April 14, 2010 21 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.