." >> it's pop yap liederred by martin sorrell, he often used that phrase and when you do a search for where at the phrase began, it began with walter winchell in 1948, and he was talking about how the soviet union was a frenemy of the united states weapon needed them to partner with us and yet they were our competitor. when you look at the advertising world, one way it's being disrupted is by series of what i call frenemies that is to say the people who use -- the publishers who you sell your ads to, or basically say, i want to buy your ads, "the new york times," she ""chicago tribune"," i et cetera, increasingly they have been advertising agencies and they try and bypass the agency and go directly to the client. pr agencies, at newspapers, say we have to get a new revenue source and they become advertising agencies. consulting companies, like delloyd, used to be your accountant, or mckenzie, your adviser, saying we have to get into the advertising business so they become your competitor. google and facebook, with all the dat they have. the agencies sell them enormous amounts of adver