Editor's note: This is the conclusion of Jack Myers' two-part interview with Michael Farmer, a consultant to the advertising industry since 1992, a former MediaVillage contributor and the author of "Madison Avenue Manslaughter: An Inside View of Fee-Cutting Clients, Profit-Hungry Owners and Declining Ad Agencies." We are pleased to welcome Michael back as lead columnist for our new Creativity Village platform. To submit requests to Michael for interviews, contact E.B. Moss at eb@MediaVillage.com. If you missed it last week, be sure to read the first part of this wide-ranging discussion about the prospects and challenges facing the advertising industry.