I think it’s also a case of mitigating risks, rather than blindly trusting.

The structure of these ads was pre-defined and had already been wildly successful, so the risk was quite low, as long as some common-sense parameters were pre-set.

And also, by doing so many little ads, there was also lower risk of failure: some would be very successful, some would not, but overall it would be a success. In that sense, we need to think less like an elephant and more like a dandelion:
http://danielgoodall.com/2010/01/07/the-dandelion-approach/

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Clients do need to start trusting their agencies if they want to be more competitive, but agencies need to earn (and deserve) that trust first. It comes down to having open conversations and making sure both sides are on the same page. This is unlike campaigns of old where the agency got a creative brief and came back a few weeks or a few months later with everything laid out. With increased trust should come increased communication and collaboration. The agencies and brands that leverage this should end up with really powerful relationships.

You have to believe that there will be increased trust between agencies and clients, but I bet there are also going to be a lot of rushed campaigns as well. A brand will seek similar success to Old Spice and simply “trust” their agency to make it happen. So is it trust that will be garnered, or control that will just be let go?

We know that Wieden+Kennedy will be trusted…by everyone…forever.