The next agency

Iain has written a great piece on the rise of the creative ad industry as we know it, and the factors that led to why things happened the way they did.  He then superimposes those factors into the modern marketing world and draws some conclusions about what the next great ad agency model may look like.  I've read a lot of speculation on this before, but I thought this was a more interesting and more grounded way to go about it than I've seen anywhere else. 

Check it out…