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TBWA's Media Arts Lab offers (limited) glimpse at the future.

Publication: Advertising Age
Publication Date: 30-OCT-06 		Format: Online
Delivery: Immediate Online Access
Full Article Title: TBWA's Media Arts Lab offers (limited) glimpse at the future.(Viewpoint)

Article Excerpt
Byline: Scott Donaton

There are two ways to talk about what we're doing,'' James Vincent told me. "You could say we're trying to build the agency of the future. Or you could say we're trying to build what an agency should be today.''

It's a brilliant strategy, at once raising and lowering expectations for the 3-month-old Media Arts Lab. This isn't Spacely Sprockets, just a small, protected corner of the agency world where people are carrying out an experiment remarkable for its simplicity. Unlike other would-be agencies of the future, this one isn't (just) a digital...

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