This timely Adweek post on the post-recession advertising biz has some nuggets of insight hidden amidst the usual filler of baseless predictions. Here’s a few:

- There’s an unlikely catalyst to the digital trend: the green movement. Kenny argues that growing sensitivity over the environment and the movement against conspicuous consumption will force real change in the way advertisers communicate with consumers. “Now is the time for responsible advertising,” Kenny says. “It will be the most meaningful transformation in the history of advertising.”

- Digital technology, Kenny argues, will be in the vanguard of that transformation. “It’s waste-free,” he says. “It doesn’t scream and shout at people, but rather it has true potential to add meaning to their lives by connecting when and where people are most receptive to the content and messaging.”

- Experts also predict that agency compensation models will continue to evolve in a post-recessionary climate, with both procurement- and performance-based models gaining greater traction. Russ Sapienza, a partner in PwC’s entertainment, media and communications practice, says agencies have to be “black belt in working with procurement and striking a balance between the agency and the client’s procurement teams and brand managers.”