The third and final question is this year's question from the edge.
What are you optimistic about? Why?
I'm optimistic about the health of advertising agencies. Yes, they need to change and become less 'stuck in their old ways' but I think the death knell of ad agencies that some describe is false, for one big reason.
At the end of the day what matters in communication is content. Not it's delivery. And I think marketers are going to grasp this very quickly. I believe no one makes content better than ad agencies. Our challenge is to make sure we make content that remains culturally relevant and socially significant. Do that, and we'll be in rude health. The agencies that make the best content will be in high demand as media fragments and people will filter only the stuff that is interesting. So I'm optimistic for ad agencies as long as they make interesting stuff, however it is delivered.