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The document discusses the changing nature of advertising and agencies. It notes that Crispin Porter excels at unconventional approaches by focusing on ideas before advertising type. IKEA hired Agency.com as its lead agency to handle online, print, and outdoor advertising based on the agency's campaign idea. The document questions whether the traditional ad agency model is outdated and will become extinct. It contrasts old "Web 1.0" technologies and businesses with new "Web 2.0" user-generated technologies and sharing platforms. Throughout, it emphasizes that the advertising industry must adapt to new digital technologies and platforms.Read less