But we have to keep in mind for how long these driving forces behind the industry's change exist. Just a couple of years really. Small shops with a digital focus in metropolitian areas simply are faster to adapt. This is simple. But it's even harder if you were part of JWT as a senior print Art Director try to understand what's happening around you. Olivier Blanchard wrote this great article (http://thebrandbuilder.wordpress.com/2010/02/08…) about how to identify your next Social Director – he argued that an applicant should have been busy with a professional social presence on the web for at least a year!!! Well…..that's not long. I mean, I wouldn't take people seriously as well who have been with the industry for a year or two and pretend that my life is going to end.

No offense. But I think the tonality is too aggressive. I am convinced the agency landscape must change drastically. But no one really wants to listen when you deny his right to live.

Appreciate the passionate response. You make some great points – certainly grounded in reality. I would just say that my post was a stab at the future – and the future is viewed through a subjective lens. I can't help but use my personal reality – do you know a way around that?

And perhaps you're right – perhaps equilibrium will be found without the loss of many of those jobs you debate for so passionately – but my experiences and my understanding of market forces tells me otherwise and frankly, time is not usually kind in these instances.

Great debate. Thank you.