A panel discussion headed by writer George Parker at the psfk trend conference in New York this week debated whether media would ultimately replace the creative agency and brought some insight into the future of the age-old relationship (via a kugel). Among the points discussed:

Media Has Changed, Ad Content Hasn't. Noting that the dismal quality of this year's Super Bowl ads is proof that though there's more money flowing and an exploding range of media options are available to marketers, panelists said the message is having trouble evolving.

CGM is NOT a Strategy. Parker noted the rough time that CGM-centered sites like YouTube and MySpace are having generating ad revenue, and the low quality of user-generated ads like those of the recent Dove campaign, as proof that CGM is not a strategy in itself.

Engadget's Peter Rojas noted that CGM is an asset not in ad creation but in consumer feedback, and he pointed to consumers' desire to comment on advertising via blogs, message boards etc.

Coming Soon: The Niche Media/Agency? Panelist Scott Witt forecast that within the next "500 days" at least a half dozen agencies will likely create dedicated media-driven profit centers, noting the online media destinations that BBH created for Axe body spray.