This was on a blog post at influxinsights.com. Johan Bloom from Ad Age spoke at their conference last week and identified 6 ways agencies will have to adapt to be more relevant to client needs in the next few years.
1. Create ENTERTAINMENT and CONTENT.
2. Develop Ideas that have PR in mind.
3. Help clients take a STAND.
4. Build UTILITIES
5. Help them become more RESPONSIBLE
6. Get PAID for the value of their ideas.
I thought this was a pretty good list.