How Millennials Are Changing the Way Ad Agencies Work

They're versatile and valuable in real time, but can also overlook both past and future

Last September, Kammie McArthur was tasked with finding a novel way to engage Seattle Seahawks fans for insurance client Pemco. "We created the #yellfie booth, where fans could compete to see whose yell would reach the highest decibel count," recalls the creative director at ad shop DNA. "We wanted to capture each yell on video, so fans could share their experience on social media."

@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.