There's a 5,700–word opus on "The Future of Advertising" in the latest Fast Company about what lies in store for the old guard. The short version: less TV, less money, more digital, more collaboration. Oh, and apparently ad agencies are totally screwed. They're lambasted for a slew of well-known problems: that they have terrible compensation models and misaligned incentives, and that they're over-reliant on TV, commoditized and sometimes rendered obsolete by technology. Sound familiar to anyone? Yup.
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