Just 9 percent of senior marketers believe traditional ad agencies are doing a good job of evolving and extending their service capabilities, according to the CMO Council's new study, which also includes best–practice discussions with more than 20 leading brand advertisers.

Finding a plain old advertising agency is becoming more and more difficult these days, as agencies apply increasingly exotic labels to themselves: "commercial anthropologists," "intelligence factory," and "department of the future" are just a few of the attempts to avoid the taint of crass overt commercialism.

Kirshenbaum Bond Senecal + Partners co-Chief Creative Officer Ed Brojerdi discusses the relationship between technology and the creative process. "We have to be smart about recognizing which bits of pop-culture phenomena have mass appeal and which are just the inside jokes of our industry," he says.

Fanthropologist. Director of First Impressions. Creative Undertaker. The industry's evolution toward putting increasingly more importance on digital marketing prowess has sparked a whole new set of titles that, in some cases, are making it a real challenge for clients to figure out who to turn to.