About 10 months ago I posted this following an essay by Edelman‘s Jackie Cooper. Jackie’s essay was called “Why It’s Time for Ad Agencies to Admit defeat” and in it she claimed (as many people have done over the past few years) that PR agencies rather than ad agencies were the ones best placed to take advantage of the brave new world of communications.

My point was that she was ignoring the fact that ad agencies might be able to adapt and evolve, and also the not insignificant advantage that they already hold the vast majority of a client’s marketing budget and therefore had the relatively simpler task of persuading a client to spend it in a different way.

This morning I read this piece in The Guardian: “Digital technology and social networking breathe new life into advertising.”

Wonderful thing, evolution.