I found the article in AdAge about the Media Agency of the Future to be very interesting.  CEO’s from the top media firms are looking into their crystal balls as to what media agencies will look like in 10 years.  Their thoughts are very smart and valid qualities.  The only problem is they are the same qualities that the media agency of today must have. Things like monetizing results, focusing on the client’s profit, talent, technology, faster decision making and collaborative thinking are all critical in today’s media agencies.  Is it really going to be the same thing in 10 years?  I think the change will be even more dramatic and we can’t begin to predict what that agency will be like.  

My question is in 10 years, will we have changed some of the traditional nomenclatures for agencies? Will we still have agencies categorized by advertising, direct marketing, digital, sales promotion and even media?  The blurring of capabilities is significant now, will those categories still exist in 10 years?  While agency capabilities have changed since I started in the business, the reality is so much is still the same.  But I look forward to seeing what happens over the next 10 years.