"Every week brings another potential breakthrough in the fast-changing digital media world. The interactive ad industry, which has always been based on the premise that change is ongoing and positive, has seen so many recent shifts that agencies are finding themselves in a race to stay ahead.
To keep their clients ahead of the pack, some agencies are identifying teams to tackle emerging technologies, while others are taking a less formal, more distributed approach out of fear of squelching innovation. The goal for both strategies is the same: separate the gee-whiz technologies that can help a client's business from those not yet ready for prime time."
Interview With Leo Burnett's Media Futurist