3 signs a digital agency as creative lead

This story in Campaign is a real eye opener.

Digital agency Glue has taken the creative lead for the whole 3 account. Now Glue will outsource the production of above the line ads, but remain in charge of creative and strategy. I've seen a couple of digital teams (glue, dare, poke) taking on the ad agencies for creative lead, but this is the first i've noticed of its size.

I'm really interested to see where the brand goes from here. Obviously Campaign is focussed on the ad world, but it doesn't give any mention to who is handling there branding right now. I wonder how long it will be before the digital teams make a move on brand accounts.