What's Next.

The article reports that advertising agencies are moving ahead both technologically and creatively. Fully one-third of Interpublic Group Inc.-owned RGA's 315 employees are technologists, which explains its ability to create cutting-edge campaigns. But those tech-minded people need to know what the other hand is doing, which is why chairman Bob Greenberg is breaking down the agency's departments in favor of a group structure, with technologist sitting side-by-side with creative director, writer, art director and account manager.