Clark Kokich, Chairman of Razorfish, speaks with Brian Morrissey, Editor in Chief at Digiday, at the Digiday Agency Summit.

Clark just released an interesting combination of book and app, aptly titled: “Do or die.” (The promotional video of his work is posted below.)

As Clark Kokich describes it, advertising’s past was about communicating emotions to change the minds of prospective customers. The future of advertising is about doing something that helps people, that matters to customers. Agencies used to be about changing perception, in the future they need to change reality.

He explains that agencies are struggling right now because they know in 5-10 years there will be a model for the future of agencies. Unfortunately, we don’t yet what the model will be.  That’s why everybody is muddling along, trying to figure it out.

My favorite quote: “You can’t apply the past formulas to a new problem.” So true.