Agency 2.0

Introduction
There is a lot of blogosphere discussion about what the future of advertising agencies is. Some say they will disappear because they don't have the capacity to adapt to the digital economy.

Here is what a recent Sapient study reported: ''"Corporate marketing organizations and agencies are undergoing seismic changes trying to create innovative marketing approaches that deliver real strategic business value. But innovation doesn’t just mean snapping some cool digital programs into a conventional advertising platform.  Two of the greatest challenges companies are struggling with are how to measure the effectiveness of the marketing spend and how to operationalize their entire digital strategy.  Most agencies and corporate teams are just not equipped to do either yet." ''

On the other hand, many large advertisers believe there is still a role to play for large agencies... as reported by imedia.

This mini-wiki aims to explore what needs to be done to move traditional agencies forward.