A month ago I wrote this piece about network agencies basically rebooting, to incorporate online and interactive marketing. Yesterday’s article in AdAge, Handwriting on the wall clearly reveals this huge shift is underway. It’s how the broadcast-focused agency structure is moving into a more interactive one.

If you read the recent Businessweek cover story about CPB, you’ll know how they were the first big name agency to boldly go in that direction. David Kiley, who wrote the story recounts on the Businessweek podcast how the creative director at Crispin Porter + Bogusky told him he really did not like working on television comemrcials as they were so ‘passive.’ No other agency could have dared say such a thing –or come up with ‘subservient chicken’ idea! They were the un-agency, and now every one wants to be like them.