With the 30-second TV spot in long-term decline, agencies must reinvent what they offer to advertisers or risk being consigned to the scrapheap.
Many of the skills that agencies used to sell as unique have become commoditised, and consumers don't respond to commercial messages the way they once did. So, progressive agencies are reading the runes and disrupting themselves to come up with new services before the ones they currently rely on become obsolete.
"It takes a lot of bravery to be willing to revisit the ground that you're standing on as a business, especially if it's the ground you've...