I have been interviewing top notch professionals from the advertising world as part of my paper to be included in the Wharton Future of Advertising Program’s Advertising 2020 project culminating in a book with essays and thought pieces from thought leaders and innovators around the world on – What could/ should “advertising” look like in 2020 and what do we need to do now for this future? The book will be out in the first quarter of 2013. Headlines are that advertising, if we can still call it that, is morphing into a trifecta of information, entertainment and engagement. With Soical Media fuelling a 24/7 consumer interface with technology, brands have to be run like newsrooms – managing image, perceptions and consumer touch points constantly! Warning bells for agencies as they face the threat from the hydra headed monster – technology – which is already beginning to commoditise, on the web, processes and transactions such as creative, media buying and production.