• by Joe Mandese  @mp_joemandese, September 27, 2011

"The business has changed more in the last five years than it has in the previous 25 years," OMMA moderator and Goodby, Silverstein & Partners' Curator of Pop Culture Barbara Lippert said, paraphrasing her boss Jeff Goodby.

"To the point," she said, opening her panel, "that we don't know what advertising is, what an agency is... it's all being reformed as we speak."

"We get into these violent debates about whether we should even use this word 'agency,'" Gaston Legorburu, Worldwide Chief Creative Director, SapientNitro, said, adding, "We have to think much more expansively... Are we consultants, are we an agency, are we a technology company."