Branding + integrated communications business models at the big agencies

PRNewser reported today about how major agencies (McCann, WeberShandwick, Edelman) are adapting their business models to provide professional services that straddle the ad-PR divide and the traditional-digital media divides. The topic, of course, isn't new; it just gets reformulated as the technologies continue to reconfigure how consumers gain information, form opinion, and fulfill transactions.

These are the kinds of enterprises at which our future BIC graduates will build their careers.