Article today in AdAge all about communications planning titled “The Future of Media Agencies”.

Whatever you call it, it’s become clear that the future of media agencies will be determined by how well they can guide marketers through an ever-complicated media world. Responding to that environment represents a huge shift for agencies that have been experts in buying time on TV or space in newspapers but, with a few exceptions, don’t have nearly as much experience in giving strategic, consumer-centric counsel.

Also includes a nice quote by MT at the end: “Clients know the model is broken, and they can’t keep going back to the same agencies who are using the same tools,” she says. “It’s like how Einstein defined madness, doing the same thing over and over and expecting different results.”