Hasta La Creative!

To help mask its layoffs and reorg, Ogilvy has adopted the language of tech startups. The agency is now in “perpetual beta,” according to Ad Age.

Starting immediately, the WPP Group-owned agency is trying to get small, requiring that client meetings center around four key people at the table — marketing, creative, strategy and program management — and it will gradually streamline its structure, doing away with many of its 20-plus departments.

Ogilvy already has done a lot to anticipate the post-advertising world. It got out ahead of many of its rivals by investing in a full suite of marketing services, which it combined a couple of years ago under one profit-and-loss statement.

Perpetual beta? Post-advertising world?

I’m starting to wonder where I am.

Where am I?