BusinessWeek surveyed advertising and branding elite from both the client (Kraft, Home Depot, Yahoo!, etc.) and agency (BBDO, Leo Burnett, Saatchi & Saatchi, etc.) sides to gain insight on the future of marketing. Below are two interesting snippets.
It shows clearly that advertising agencies still don't get the power of WOM, utilizing traditional PR techniques. Clients are starting to get it. That's a huge opportunity for niche agencies or a hybrid of advertising/PR agency.