Jaffe Juice

In the Journal today is a piece on 5 agencies to watch as Madison Avenue evolves. They are:

1. Naked Communications

2. Interpublic Group

3. Ogilvy & Mather

4. BBDO

5. Crispin, Porter + Bogusky

Ironically, 2 of the 5 are not even situated anywhere near Madison Avenue. Naked just opened up an office in NYC, but they hail from the UK (and it's debatable as to whether Naked shoudl even be called an agency) and Crispin are more inclined to partake in surf + turf than a breakfast at Michaels.

1 of the 5 is a holding company (IPG) and it's being cited for all the wrong reasons, whereas the remaining 2 are Madison Avenue stalwarts and their challenges are simply to ascertain how well they can evolve/adapt to the "new school" and "new ad disciplines"

The picture is starting to look a lot like "New Marketing", does it not...

btw....no mention of any of the boutiques in this set of 5.