@edward: Provocative was the M.O. :) I think agencies can do both, to a degree. Scale can be achieved through engagement. And agencies that can make that happen will wind up leading brands. The pure reach/frequency aspect of advertising will always be important. But the need for that to be delivered at cheaper and cheaper prices will force that part of the business to be marginalized and commoditized. And that's fine, because it makes engagement that much more special/important. I think if any agency is demonstrating that engagement IS just as important as scale it's Mullen. You guys are setting a great example.