The business we're in

At lunch with a friend the other day we had a great chat about how we'd been spending less time doing ads and far more time creating stuff.

Obviously the definition of stuff is open to interpretation but I think you get my drift.

Anyway our key point of discussion was how agencies now say they're in the ideas business rather than the advertising business.

Which is great. But is it really true? 

Title: The business we're in
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