Really interesting article on Bogusky’s blog.

The market forces created by the rapid demise of mass media and traditional media models have made the real business we’re in clearer than ever. We’re in the business of leading our clients in creating new ideas and even mediums so compelling and entertaining that the consumer searches them out. These ideas can’t be familiar. These ideas won’t be comfortable. These ideas won’t be obvious. And they probably wont feel or look much like advertising.

There’s literally thousands of articles on the future of the industry and personally I’m both excited and worried by the changes. Another stimulating article can be found over at CRBlog.

Do ad agencies need creative departments? It may sound like sacrilege but, stop and think for a moment. Campaigns are becomng increasingly complex, requiring a range of skills that one agency cannot hope to have completely covered in-house and certainly not by the best exponents all the time. The copywriter/art director team is increasingly seen as outmoded with many agencies bringing bigger teams together to work on projects.

Again, these are exciting times, but we all look set for some drastic, wholesale changes. I’m sure a lot of individuals and agencies won’t survive the revolution.

And while we’re here why not check this nice post out as well, just for the sake of it.