Paul Denlinger has a nice, provocative post on his blog called Wanted: A New Kind of Ad Agent Warrior

In it, he suggests that the "agency" industry is going through dramatic changes and requires a new kind of "warrior" savvy in the tools and the culture of the Internet:

That whole business model has been blown apart with the Internet, and ad agencies are adjusting to the changes. These changes are just starting, and will ripple out to affect other services as well.

Check it out, definitely interesting reading. I commented on it as did Kaiser, who republished it on Ogilvy Digital Watch.

Also worth reading: IBM's prediction of the massive changes in advertising.

As Michael Stipe sang back in 1987, it's the end of the (advertising) world as we know it...and I feel fine.