It seems clear to most in the advertising industry that change is desired and is, indeed, afoot. But there doesn’t seem to be a consensus as to what this change might be.

There are some common factors:  increase in use of social and digital media, cutting into traditional ad-spend budgets; general reduction in budgets – or requirement to justify spend wherever it might be; CMOs with increasing business focus. But most people stick to the safety of looking at changing media spend – and the new technologies and channels driving that, rather than considering whether creative services as a whole is ripe for transition.

We launched the Creative Services Exchange as a new model for those sourcing creative work: from the smallest design project to the multi-national, multi-channel advertising campaign and for those providing it. It was designed to change the models underpinning the industry as a whole: not just to introduce new techniques that might impact on how we advertise, rather than the why.

With the year passing its half-way mark, we’ve gathered enough information from those CMOs who recognise that they need to work in a new way. Our experience coupled with views like those expressed at Cannes highlighted by our affiliates at blue Focus Marketing, suggests that there are some clear issues dividing the old and the new models.

One change is becoming clear: the divide between the old-world CMO and the enlightened CMO is an increasingly wide chasm. And ultimately the real future of advertising is going to be governed by those who will be spending. Channels should be just that; different ways to target are fascinating, but just ways to target. When the balance of power shifts back to the enlightened CMO and the smart brand, we’ll know we’ve arrived in the new world.