There is no doubt that we are moving from a world of passive receptivity to active engagement.
- David Cohen, CEO Universal McCann
A publicly released study from Universal McCann dissects the phenomenonal changes in contemporary media consumption. McCann points to a rapidly increasing divide between those who consume traditional media and those who receive their information only through digital means: instant messenger, social networking, and everything on demand.
Perhaps the most important emphasis in this report comes from CEO David Cohen. While Cohen recognizes the potential for creativity and greatness brought forth by this “exciting time of change,” he also concludes that agencies “need to be more dilligent and proactive today than ever before.”
Perhaps agencies should go back to the days when advertising account executives required MBA’s from the best business schools and paid competitive salaries rather than relying on left-over, unmotivated, C-Student recruits who are underpaid and severely overworked. (No resentment there 
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October 3, 2006
Advertising, Advertising Agency, Interactive Advertising, Marketing, Marketing 2.0, Marketing.fm, Research Different