This is interesting news. It might end up being big news.
Dick Stroud has put a positive spin on it, with a caveat.
I'll probably blog about this as it plays out. Actually, I'm peripherally involved in a related marketing/advertising project by AARP — so I'm not surprised by this joint venture. It makes sense.
For now, I'll simply say that pressure on ad agencies coming from marketing companies and clients is a good thing.