What's in a name?

PSFK has a post this morning regarding the conference in Los Angeles. At this conference, the group has agreed to drop the term "marketing" from the agenda. The reason the article cites is that the PSFK team and attendees believe marketing is too limiting a descriptor. The conference is about ideas and trends.

It brings up an interesting point for me. For the last five years of my career, I've wrestled with this same issue. In the two years I've been with GCG, for example, we have described ourselves as a "full service advertising agency with special expertise in (healthcare, business-to-business)." However, we do so much more than just advertising and design. We are consultants. We help write business plans. We create sales tactics. We write software solutions.

Seems to me, at the end of the day, we are about solving problems. It just happens our training and experience is filtered through a lens of creative communications.

What is a succinct way to describe what we do when talking with current clients and prospects? What is the cocktail party description? Any suggestions would be more than welcomed.