There is a shift at the heart of this. There are new brands out there - Kickstarter, Etsy and Amazon come to mind - that got big and profitable without conventional advertising.
They’re also brands built in a world reliant upon the network. They do not need advertising, at least, they don’t need advertising the way your mother’s fast moving consumer goods company needed it.
Their products are services, and the way their services behave are their own marketing. Google’s own Dear Sophie and Parisian Love adverts are critically acclaimed examples of advertising letting products and services speak for themselves.
So what does an advertising agency do for them?