A lot of people are posting a lot of messages proclaiming the death of the ad agency, this lack of client pie that is eaten by adlands finest. One of many brain child's of the industry is Integration and also the reason why people shouldn't worry.
Are we seeing the industry become fragmented or are we really seeing the industry evolve away from the traditional off line campaign and embrace the opportunity of the diverse. Working on the more eclectic, and considering consumer involvement.
The voice of the person is... sorry scratch that, HAS changed and WILL change again, a point that brings me back to the industries sphere of influence. Change has seen expansion, expansion into campaigns that fuse specialties, that evoke collaboration and in my opinion see more interesting things churned out.
I may be speaking very out of turn but the four father quote that is so widely known; "The medium is the message" is not as relevant as it once was. We should note that it is not the way you say something or what you say, its is the elasticity that infuses the two, that can produce the 'new.' Whilst considering the relevance of the chatter, will it benefit anyone, and not just try to convince people that it will do. Great things do not stay unknown for long, if you produce the great, the rest will fall into place.
