How Would You Describe The Changing Face of Marketing? What Do You Believe is Fueling This Change?

PETER MCGUINNESS: You're going to see specialty agencies versus general agencies. The role of African American agencies, Hispanic agencies versus more general agencies. And who's a minority and who's a majority in today's ever-evolving composition and makeup in the United States. I think you're also going to see who's going to win the digital race. Will digital companies become more traditional and in the process become holistic and totally integrated? Or will more analog agencies add digital capabilities, and in the process become a one source-- single source-- models. We're all going to the same place. The question is, who's going to get there faster? And not only just faster, but who will have more credibility once they get there. So I think it's a matter of perspective and vantage point. If you were to ask the digital agencies, they'd think they will. If you'd ask more traditional agencies, they'd think they will. Because they have to. They have no choice. But there is no secret sauce or special recipe. Clients are all asking and clamoring for the same things, and we either deliver it or we're going to go extinct. So that's the second thing. Third thing is, how do we, as an industry, get paid and compensated more fairly and equitably for what we provide? And it's very difficult to put a price on the value of an idea. So I think, as an industry, we have to quickly move off of the professional service labor-based model, because we're simply not getting compensated enough to fuel our craft. And if we can't fuel our creativity and fuel our craft, and keep it new and vibrant and exciting for creative people to want to stay in our industry, well then we're not going to provide the very basis of what it is we're supposed to provide. And I think creativity is now more paramount than ever, given that brands are more democratized, and given that you can click past a brand and tape over a brand, and that consumers are actually creating on a brand's behalf. So we have be more creative now than ever. We have to figure out how to fuel and fund creativity.