The New York Times devoted its Sunday Magazine to the future of media and advertising.  One of the articles Multiscreen Mad Men, was a conversation with the next generation agency leaders, Benjamin Palmer of Barbarian Group, Lars Bastholm of AKQA and Robert Rasnussen of RG/A. 

They tackle 1 main issue and suggest 2 main points.  The issue: with Tivo and screens everywhere (Mobile, billboards, TV, Laptop, elevator, Taxi etc) - what is the future of the media and ad industry.  The main points:

1. Harness non linear distribution.  The big broadcasters suffering will grow tenfold if they do not adapt.
2. The ad agencies: will need to offer engagement of users through multiple formats and engage in dialogue with consumers.  These days consumers are simply too powerful to be told what is cool.  They need to experience what is cool.

Worth reading for anyone who wants to peek at what is coming.