Death of the Advertising agency?

I recently came across an article about the traditional advertising and how it may change in the future. You can find the article at creative review. I find the thoughts and ideas that took place during the recent click NY event. I am very intrigued by this concept and agree on a lot of the thinking. I believe as many have commented, that it maybe hard to keep things consistent in terms of quality and also there may be a duplication of briefings if the same freelancers cannot be used from project to project.

The possibility of a company being the main strategy and then farming the rest of the work out seems to work on many levels and is very in keeping with some of the recent work I have been involved in with ARK.