Agencies need to recapture the "magic" of marketing. And as anyone knows, once a person knows how the magic is done, it becomes a commodity. Do not focus on becoming more transparent! Erect walls. Sue the people who steal your tricks and offer them to other magicians. Defend your business or get out!

Agreed! Agencies can be too insular, and an outside perspective will be refreshing.

Will be interesting to see if an outside approach can be applied to agencies. That said, the agency world is probably far too insular. We don’t pull enough best practices from outside our immediate perspective.

so are we his targets, or is he targeting marketers? if he is going after advertisers themselves, why is he helping us? presumably we will go after the same end clients?

will we be able to translate this insight with our clients' products?

Will you have examples of agencies that orchestrated a good turnaround? Can I get our CEO to sit in the front row? Can you look right at him?