The disruption is real—and welcome.

The DOJ’s unsubstantiated claims against five agency holding companies regarding media-buying practices has taken a toll. There’s been a “dark cloud” hanging over the industry, according to 4A’s CEO, Marla Kaplowitz.

She underscores the need for agencies to do a better job of sticking up for themselves and touting their considerable worth.

However, Oliver McAteer, a columnist for Campaign USA sees things differently and debunks all the doom and gloom surrounding the advertising industry. While he admits “the negativity is real”, he believes the state of the industry has never been better, due to the evolution now underway as agencies push for accountability.

McAteer sees a number of factors at work.

•. “Agencies are pushing brands to take risks and not play it safe”

In today’s media landscape, “polarization pays, particularly if the brand’s bedrock values are crystallized in its DNA and the message is executed masterfully”. Case in point: Nike’s recent and highly successful decision to commission Colin Kaepernick as a spokesperson.

•. “Creativity continues to change the world for the better.”

McAteer provides several examples of agency-generated campaigns that have had a huge social impact—including #VoteTogether, which spurred massive turnout in the recent midterm elections and “I’m Brave,” a recent effort by David&Goliath that raised a half a million dollars to rebuild roofs in hurricane-devastated Puerto Rico.•. Consumers have developed “BS sensors.”

They can smell inauthenticity a mile away, and register their complaints via social media and voting with their pocketbooks.

• Agency Independents are eating the holding companies’ lunch

when it comes to creativity and winning new business. They’re more agile, hungrier and more passionate.

McAteer isn’t wrong in his assessment.

Despite all the negativity surrounding the ad business of late, ad agencies still perform a lot of indispensable services for clients. And ad agency folks should be positive about the business they’re in.

It’s still a great industry for smart people who are passionate about the power of ideas and the possibilities of communication.

For those who’ve become jaded and cynical, I have one new year’s resolution. Embrace the evolution now underway–change is inevitable in this age of digital dominance and disruption. Make 2019 the year you start feeling good about advertising again. Continue to strive to be brilliant despite decreasing agency commissions and Google’s hegemony.

If you don’t tout your value, who will?

Photo: Carlos Varela (for an ad for Monster.com) (Creative Commons)