Two former Fallon executives, Bruce Bildsten and Michelle Fitzgerald, have launched an agency venture, Brew: A Creative Collaborative, on a platform that utilizes the media and communications planning expertise of Fitzgerald and the wide-ranging creative roots Bildsten grew in his 21-year, highly-lauded tenure at the Minneapolis agency. "What this new media landscape demands is a broader range of thinkers, that's how you arrive at ideas that have never been done before," says Bildsten. "We felt like we could take it to the next level," added Fitzgerald. "What makes our partnership unique is that both of us have a very deep expertise in new and emerging media, and we think that's pretty unique in this marketplace." The duo is working on assignments, to be handled on a project basis, with both agencies and national brands. Moving forward, Bilsten cites a large market of creative free agents as integral in helping Brew and its clients. Says Fitzgerald: "Interactive creative talent is an important part of this. [Currently] they're not brought into this process at the front, at the starting point; we think that has disenfranchised a lot of interactive creatives."