The end of advertising

I'm reading a book by Tom Himpe called Advertising is dead. Long live Advertising. in which he says the future of advertising lies in fusion cuisine. What he's saying sounds yummy to me. Unfortunately, what he's saying is also going to be a bit hard to digest; but then, most new things are. Here's hoping people will stop turning to 'fast food' advertising and move towards a kind of advertising that's a more creative mix of multiple elements. If advertising agencies keep giving clients quick and dirty solutions for their communications problems, like TV commercials, double spread ads, full page splashes and more of the same old formula, they're going to die. Like advertising.