Moreover. Or less. Let's see. How about a new brand? Save the world in one minute. Brief history of the ad agency as business model, and its impact on XXIst century poetics (first decade). Subtopics: Intramurals among principals and
creatives (who are which? not always the same? etc.); growth marked by add-on strategic functions, media specialists, pr, brand mentoring, marketing research; evolution of adjunct strategists into stakeholders as the agency takes on more
accounts -- curators, publishers, department heads as
major accounts; readers, bloggers, and other friends-of-the-agency as secondary (but highly influential)
clients;
WPP Group as prototype of theory-conscious, esthetically-informed, globalized commercial collective; fish eating fish -- the parallels (//) concept-search swallows language, flarf, oulipo (flattery through affiliation -- a.k.a., cross-selling) // WPP eats Ogilvy, Grey, Young & Rubicam); actionable insights and data-based advice enable the agency to speak its clients' mind.