What is the future of the advertising agency?

Bud Caddell wrote an thought provoking post recently about the future of the agency model. A great counter-intuitive twist lies at the heart of his thesis, which is as follows:

Advertising agency of the future sounds a bit like horse drawn carriage of the future.

I’m not saying for certain that there won’t be agencies in the future, only that the future doesn’t necessarily need agencies. Just like the future doesn’t need printed news but it needs journalism; the future needs commercial communications, but who creates them, the agency or the brand or someone else, is unwritten.

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