The Future of Advertising - Part Two

This is part two of "The Future of Advertising" speech given by Edward Boches of Mullen at the CATFOA in Minneapolis on February 8, 2010.

The summary that Edward provided was very powerful and lays the foundation for what we all need to do to evolve the current ad agency model.

1) Targeting + Creative + Conversation Strategy will be the new formula.
2) Curator/Choreographer will emerge as the role.
3) Crowdsourcing will grow in popularity whether we like it or not.
4) Whoever hires the best digital talent will win.
5) Creativity will matter more than ever since you can't buy attention.

These five pillars represent the future of the advertising model for success. The digital world is clearly upon us and if we don't jump on we will be left in the dust. And this message is loud and clear. I believe the five key ingredients that Edward has laid out provides the approach that we need to succeed.

But of course time will only tell. However, I think I'm going to follow the tenets of what Edward is talking about.

What do you think?