If ad agencies are going to defend their income in the face of media fragmentation, they have to develop expertise in the marketing channels of the future.
Bartle Bogle Hegarty and WCRS are both working on advertiser-funded TV ideas for their respective Audi and BMW clients. But too many agencies either ignore the problem, or allow developments such as AFP to be the poodle of a couple of excited creatives who fancy getting into programme-making.
There's an industry of TV experts out there gunning for the advertiser's purse and agencies ignore it at their peril.