Check out this SlideShare Presentation by Zeus Jones. A company founded by planners 3 yrs ago that truly understand about creating new experiences, not just advertising. Most of it based on technology ;-)
This presentation by Giles Rhys Jones from Ogilvy gives intersting input on the "agency of the future" as well as the work style that is connected to it. See his SlideShare Presentation here. I am eager to learn more on Tools and how they will shape future agency models. Though I think that smaller agency start-ups or the ones with less "classical history" should be able to implement this way of thinking and working quicker.