I don't know... I think agencies still have a place in there. I mean, if you take a random sampling of You Tube, the mass majority of the content is complete garbage. Most people just can't make a good ad on their own. That's why there will always be agencies. People need the help of others who are naturally creative. Now, will you see the most successful viral video makers launch their own very profitable agencies? Hell yeah you will. And in that capacity, I'm excited about it. I'd love to be producing that kind of content as opposed to only stiff corporate stuff.

Now, as for your comment about your boss's lack of viral understanding, we have the exact same problem with our Chrysler clients (and even some of the bosses within my agency). They don't actually understand what makes a viral a viral. Just because you make a commercial and shove it on YouTube and whatnot, doesn't mean it's going to do anything. Virals work only when people love them so much that they HAVE to show their friends, which generally means edgy/gutsy/different content... the type of content large car companies are way too frightened to create. (Only a precious few large companies have ever really pulled a viral off in any kind of big way... Burger King comes to mind though.)

It's tough, 'cause you don't want to tell your client or your boss you can't do it, but to do it right, they'd pretty much have to throw caution to the wind (and fire all of their lawyers).

-m