According to a Melanie Wells commentary in Forbes, she predicts that advertising will be driven by unconventional wisdom.
"Madison Avenue players and some big marketers still believe that traditional ad agencies can help them understand new technology and navigate the new media world. But some marketing executives now gripe that their mainstream agencies aren't pitching break-through ideas or introducing them to interesting new concepts or companies. It seems clear that marketers can't rely only on these ad and media shops if they are going to experiment with newer ways of marketing their products, such as car wraps and buzz-marketing campaigns. The future will belong to idea shops, not ad agencies."