According to a piece on Adweek.com today, this whole digital marketing evolution that's been transpiring for at least the past 10 years is -- wait for it -- changing the way advertisers and marketers work together.

"The move to digital media is proving startlingly complex for marketers and agencies, pushing the need for increased coordination and collaboration among the many parts of the marketing ecosystem.

That was the conclusion voiced at the opening sessions of the MIXX Conference, which the Interactive Advertising Bureau is holding here as part of Advertising Week."

Wow.

It's good to see the advertising and marketing industries are finally figuring this out. For a second there, I thought I was reading The Onion, not Adweek.

My favorite paragraph (emphasis mine):

"In an opening keynote, American Express chief marketing officer John Hayes said the many facets of digital marketing is forcing his company to insist on collaboration with and between its agencies."

Forcing? Insisting? Heaven forbid! But then, maybe that's what they need to do. What's amusing is the presumed level of discovery -- as if industry leaders are just now coming to these conclusions. It'll be interesting to see what "forcing" and "insist(ing)" yields for American Express in the next year or so.

And kudos to Adweek for such breathless coverage. Keep it coming!