After the recent controversial campaigns by Nike, Gillette and Surf Excel, FCB Global on Friday said brands should take a stand, but provocative work could be damaging for them.

In an interview to Storyboard's Ankita Saxena, Susan Credle, global chief creative officer, said, "Money is shifting from traditional to digital. We think that it means content. No, it’s not content, but actually, it’s the screens that are changing. We need to continue to understand how content is viewed and taken in a digital world."

"Advertisements are short as it was the amount of time that we felt was right and it’s a quid pro quo arrangement. We will give you this much time of content and we would like a little bit of time to tell you some things that we think you might be interested in," Credle said.

According to her, a lot of good content is screen agnostic, "The one thing I would say about mobile and fascinates me is that mobile becomes experiential."