But if you consider which campaigns won the most awards at this year's Cannes ad festival – the ultimate advertising show on the planet – you'll have to admit the business has certainly changed in a very short time.
The most highly coveted prize, the Film Grand Prix, went to a video that wasn't made for television.
And guess which campaign broke the record for winning the most Grand Prix in a single festival?
It was the PR campaign, mentioned right here in a recent Extrovertic post, for Queensland, Australia, which won the festival's first PR Grand Prix, as well as the top prizes in the direct and cyber categories.
Another big winner was the Obama/Biden campaign which won the titanium and integrated Grand Prix awards. This decentralized, open-source, grass roots effort proved to the world that when it comes to social media, "Yes, we can."
But it also proved to the advertising awards crowd, "Yes, we Cannes."