One Word: Networks

Read Bud Caddell’s latest addition to The Library of Agency-of-the-Future-Prognostications: Who says the future needs an advertising agency? Between the post and the 50-some comments it’s one of the most clear, comprehensive, and thoughtful summations of the industry’s evolution that I’ve come across.

After I read it, one word was echoing in my brain: Networks.

The difference between what everyone has been doing, and what everyone needs to do is networks. We  …