Ad industry luminaries urged their colleagues attending the American Association of Advertising Agencies' 2008 Leadership Conference in Laguna, Niguel, Calif., to get rid of creative and digital barriers, move forward with technology and embrace shifts in media that will bring about huge opportunities for marketers and agencies. Agencies must "recalibrate themselves" to meet the changing demands in the advertising landscape, according to Tom Carroll, president-CEO at TBWA Worldwide, and also chairman of the 4A's.

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