With the rate of innovation increasingly sharply in recent years, agencies have had to adjust significantly just to keep up, reports AdAge.
While agencies organizationally are planning for what the media world might look like years from now, the creative folks on the frontline are struggling to best utilize the technologies in place today. The younger generation of workers actually has an advantage since their entire lives have been defined by media fragmentation. What they're creating is a world of limited corporate message control and cross-media strategizing.

Some agencies have even set up areas where employees not as familiar with new media technologies can immerse themselves and where younger people can fiddle with gadgets.

But the new media world doesn't come with the same measurement standards clients are accustomed to, and that's limiting how far agencies can push boundaries.