Starcom Reorganization: a clear Sign of Time!

Read in MediaPost this morning:

"During its first 100 years, the advertising business had been known for teaming experts in two disciplines: copywriting and art direction. And during the past quarter century, media shops for aligning another two: planning and buying. But if Starcom CEO John Muszynski is right, the future of Madison Avenue requires the collaboration of two new areas of expertise - "activation" and "captivation" - and he's aligning his entire 825-person organization around them. In a new organizational blueprint unveiled last week, Muszynski said Starcom's U.S. operations would be restructured under four new divisional presidents responsible for ushering the Chicago-based agency into the future. In the next several weeks, he will reveal another phase to the reorganization that divides the agency's rank-and-file under two areas of focus: client leadership teams and agency leadership teams."

What I like is... what they call "ACTIVATION" vs "CAPTIVATION"...what I relate to as what I call Active vs Passive Listening etc. Where Consumer Insights become the key to all... but as you know, Insights will come from a new practice and science of Insights: LISTENING...