This year, automaker Kia has done campaigns ranging from an augmented reality event to a themed evening event in Los Angeles. It’s standard fare for any brand and its agency, but what made it notable to industry watchers was that it was The New York Times that did the work for them, via Fake Love, the agency it acquired and absorbed a year ago. It’s just one example of how quickly it feels like everything is converging.

But 2017 was just the beginning of a giant shake-up that saw every type of company in media and marketing start at least advertising itself as open for other types of businesses. For most industry watchers, 2018 is when the convergence will get even more pronounced even as cracks in existing agency and media models turn into yawning crevasses.

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