The Lines Between Direct and Awareness Advertising are Blurring

The old models of the ad business don't work anymore. Listed are some of the reasons why I think this has happened.

1.    The increasing demands for marketing accountability by upper management
2.    The establishment and power of the corporation's marketing department over the last two decades
3.    The growth of cable TV and the Internet that have outpaced general advertising
4.    The integration of multi-disciplinary marketing services under one roof within both agencies and large consulting companies
5.    Direct marketing agencies are taking on more and more general advertising responsibilities and general agencies are accepting more direct assignments

What other events have served to advance the direct marketing discipline? If you work for or with an agency, have you seen a change in focus over the last several years, or is it business as usual?