So what’s an agency to do in order to survive this perfect storm? The best advice I can give is to quickly align with consumers. This is really what the agency business is about. Somewhere along the way, agencies forgot that simple fact and instead became specialists in the craft of making ads. The annual Super Bowl advertising extravaganza highlights the very problem: it’s a veritable orgy of self-indulgent spots costing millions of dollars to create and millions more to run – and then only once. A couple of weeks later, few consumers will even remember a single one. And no one can even remotely measure their effectiveness at driving business.