The document discusses the changing skills needed for media teams in 2011. It notes that the traditional agency model is obsolete and that clients want smaller, more nimble and innovative teams. It presents four options for the agency of the future: 1) large networks/multinationals which provide size and expertise but risk bureaucracy; 2) a team of specialized agencies which provides multiple client touchpoints but risks interagency conflicts; 3) adaptable networks which are lean, tap freelance talent and have less bureaucracy but still need some structure; and 4) crowdsourcing which provides global reach and local knowledge at low cost but risks losing client relationships and trust.