One-To-One Marketing: Comment - Does the brave new world have room for the agency model?

I once suggested to a Swiss private banker that his operations were the same as any other bank's. "Oh no," he said. "In Switzerland, we have Swiss banking." The new customer mantra in the US (which means that Asia won't be far behind) is 'I want what I want'. This means that most services are being customised. Direct marketing agencies, which pride themselves on personalisation, will need to adapt their service model.