FITC produce leading edge digital and technology events. But they noticed something strange from last year's conference - less than 5% of attendees were from traditional advertising agencies. This made us wonder what the future holds of these kinds of agencies, which led directly to the viral film ‘The Last Advertising Agency on Earth'. When launched, it caused a global sensation. It had 100,000 views in the first two weeks. It was also posted on more than 3000 blogs, and featured on industry sites like Campaign, Shots and Ad week. It ignited fierce debate in the ad community. Most importantly, it resulted in a 21% rise in ticket sales and increased the number of ad people attending the conference by over 200%.