Yesterday was the last day of the Amsterdam cross media conference PICNIC. In our opinion the most inspiring event of the year, for giving a mind blowing peek into the future of digital media, communication and interaction. Advertising-wise the main message at the three day conference was: people don’t need advertising anymore (Jessica Greenwood, Contagious Magazine). It is your online (social) network that will tell you what is good and what is not. In other words; one-way communication from a non trusted source will become useless (Gerd Leonhard, Media Futurist). And this means that advertisers cannot buy attention anymore; they have to deserve it. Which will change the role of the advertising agency. Over the next decade, advertising will change into an industry that adds value to brands, by creating entertaining or useful content.