Mark, this is a great article because it strikes at the core of the real problem with agencies that are just now waking up to the fact that the internet is important-change. They see the web as simply another advertising channel when in a reality it is a whole different way of engaging customers. The old one-way communication of the ad world does not work well anymore with the internet (maybe back in the mid 90's but not today). The big question in terms of change is how do agencies shift from a one-way communication with customers, one in which they put out a headline or idea and expect results, to one where they invite customers to a dialogue and conversation about their brand. That is where the change needs to occur and until they embrace it and run with it they will not succeed.

AG