It's not cross media...but what?

So for the time being I have settled on cherish being an "integrated, cross media" agency...but I am not happy...integrated:, well yes we do bring together different aspects of agency life, PR, media, creativity...but only because it makes sense and only then if a campaign needs it, not just for the sake of it...cross media: it is true our campaigns span several media, but cross media tends to bring up images of one concept pushed through differing channels, and always the same channels...cherish is focussed on campaigns that use any media that is relevant and necessary to pull the consumer into an engagement. Our business model, now and for the future, does not look to recruit large elements of a single skill set into the business...thus meaning cherish never NEEDS to sell a campaign of a certain type for the sake of the business, as out traditional and interactive colleagues do.

Without TV as part if the campaign the traditional agencies are really struggling to justify the budgets they need to match their costs, the interactive agencies have to keep the developers working so the campaigns must be interactive in nature. I don't have a problem with TV and interactive always being there if they are needed...but ONLY if they are needed...

What I am talking about is media neutrality, a media neutral agency...hmmm not sure neutral is a good way of describing an agency with a strong opinion. It's not about a new description for the sake of it, it's because there IS a new way of looking at things...media agnostic...nope...consumer led...naah...media independent...maybe? Suggestions on a postcard please...