We all know how touchy ad people can be over getting credit for their ideas. I see it all the time as a reporter. Of course, it's harder to figure out who "created" campaigns nowadays, particularly in digital, where execution is so critical. (See the Big Spaceship-BBDO Cannes kerfuffle.) A while back, in a short profile of EVB, I wrote a single sentence citing the digital shop's success with OfficeMax's "Elf Yourself" campaign. Toy New York, EVB's partner in the effort, got very upset.