“One of the biggest challenges that people talk to us about is that Facebook is not a place to be creative because the ad unit size is so small, and there’s no sight, sound and motion.”

Jennifer Kattula, Facebook’s recently hired manager of agency marketing.

Ms. Kattula’s admission that creative agencies, brand owners and market researchers are frustrated with Facebook Ads’ limited capabilities came attached at the hip with a forward-thinking announcement of relief. The world’s largest social network has decided to revolutionize their advertising model with a service tentatively known as Facebook Studio.

While specific details of Facebook Studio are anyone’s guess, Ms. Kattula did hint at some advertising best practices that Facebook wants to encourage. She specifically noted an Oreo campaign that produced over 10,000 audience engagements. The cookie brand posted questions on its wall such as “What’s your favourite part of an Oreo – the cookie or the crème?” All of their user comments spread like wildfire as the historical debate between cookie and cream raged its way into friends’ news feeds.

Facebook’s agency-facing service also suggests the introduction of collaborative elements. Will agencies be able to monitor and update their client’s brand from a central agency page? Logging into one’s agency page from an individual Facebook profile certainly fits into Mark Zuckerberg’s vision of authentic online identities. Considering the fact that online brand management tools such as HootSuite and Seesmic are useless when it comes to Facebook updates (although for Twitter they are fantastic), it seems only logical that the social network would create a more intuitive management platform within itself.

Looking even further, could Facebook, with it’s new Studio service, be taking one large step into the project-management arena? In any ad campaign there is always going to be the need for approval. If Facebook allowed for ad approval to happen on Facebook, emails and other forms of communication would dramatically decrease. Should Basecamp be worried?

We would love to hear your thoughts in the comments.