The marketing services industry is changing. Big agencies are getting it from all sides.

Google has eroded their media buying divisions. Social media is challenging their PR departments, while YouTube is confusing the hell out of TV advertising production. And mobile marketing – well that’s a whole new game of tennis.

Direct marketing has gone digital and the Amazon rainforest has finally had its revenge. While Facebook could turn the existing concept of marketing and advertising on its head – making word of mouth, referral and subtle the future. That’s not exactly WPP for profits.

Mean time new trends such as Crowdsourcing mix guerrilla marketing with the Web on a scale never seen before so radically altering the very way in which brands interact with consumers and suppliers. There may be no turning back. Market research will become the preserve of Twitter tools and Web based data and conversation mining rather than research firms.

These trends and the digital revolution supporting them mean brands are increasingly going marketing DIY, while a whole legion of empowered, digital, micro agencies and freelancers are gnawing at big agency like shoals of locusts. Small is beautiful. Innovation necessitates it. And marketing campaigns ARE innovation – one after the other.

It may mean that the very concept of ‘agency’ fundamentally alters. Meta, virtual agencies such as blur Marketing, as massive clusters of independent creative folk and nano agencies could be the future.

Moving together, in legion, digitally synchronized – almost real time – like a massive shoal of fish united by Web Crowd platforms with cloud based account, project and campaign management systems binding them together, providing brands with the power of big, as clouds of the ‘small’. Thinking, behaving, being like the Crowd they all serve, supported by social, digital, crowd and loud. Tomorrow’s agency – today. The future WPP. The people’s agency. The rain forests friend.