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Bob Greenberg, CEO of the ad agency R/GA, envisions a new structure for advertising agencies of the future. As an industry that has been functioning in nearly the same way since the 1960s, it is time for a change. The trend for the past 50 years has been to partition different aspects of the industry. Media production was the first facet to be torn away and outsourced, followed by other peripherals like brand design, PR, promotions, etc. Each separation has complicated the industry: each team has its own structure, account management and production companies.

Advertising on the Internet requires a new organization. Greenberg integrates nine departmental disciplines: planning, analytics, media, interaction design, visual design, copywriting, technology, account management and production, as well as an in-house digital studio for linear content. Media can no longer be produced without collaboration between the creative minds that decide how brands should behave in the digital world and the technologists and interaction designers that make that interfacing possible. The digital landscape has changed advertising from single, multi-thousand dollar TV spots to hours of content distributed across the web. The economics of production must change hand-in-hand with content, without sacrificing quality.