Do you want to hear the expression “the ad business is changing” again? I sure don’t.
But one thing that gets lost in all the hand wringing and soul searching is just how much fun it all can be.
We have started working with a few clients on their social media in ways that are totally liberating. Our approach has been: let’s make cool stuff, let’s experiment, let’s do it fast and cheap and see where it goes.
For example, for Vibram we come to them with a steady stream of fun, quick ideas that they share with their community. We posted this yesterday. 
It got a hundred “Likes”. In four minutes. Many hundreds more since. There have been scores of requests (and some are more like demands) to make it into a t-shirt. So we’re looking into it. Maybe we’ll do a follow up. Maybe someone in the community will. Maybe we’ll make a real saber tooth sculpture out of their shoes for retail locations. Maybe this will be part of the next ad campaign.
The point is we don’t know. And it’s exhilarating. It’s like being allowed to play improvisational jazz after years of strict classical training.