So easy a caveman can do it? It's fitting that the "endangered" 30-second commercial - the tyrannosaurus rex of the ad biz according to all of those self-proclaimed "futurists" - has been resuscitated by a Geico campaign starring cavemen.

After a 10-year struggle to unbundle media planning and buying from the creative agency structure, there is renewed interest in some circles about putting it all back together. Could media planning and buying truly excel if housed within a creative agency?