If you work in advertising, your agency is probably in the midst of a major restructuring effort. And I genuinely hope that it’s a really, really unpleasant experience. Because the issues we’re dealing with as an industry are big ones - too big to be dealt with simply. The ad business has fallen dangerously behind in its understanding of technology and its effects on consumer behavior. Catching up requires hard work and difficult decisions.
Very smart thinking on the future of the agency in the digital age. I fully agree with Matt's belief that the emphasis needs to be on the cultural and organizational shifts that need to occur in order for great work to happen. This includes a redefinition of the "creative" team, a willingness to embrace failure and opening the aperture to include a much broader range of skills within the agency.
From a planning perspective, tools to help us and the agency at large plan for experiences (not messages), social interaction and utility are just a few areas that we need to work on, among others.