MOUGINS, France — The business of advertising is changing dramatically for agencies and one of the hot-button issues is whether agencies will get into the content creation game on their own, says Nancy Hill, President and CEO of 4As in this interview with Beet.TV. “One of the big topics is how we take content that agencies create  on their own and figure out how to monetize it…whether it’s for one client or five. Everyone is trying to figure out how that happens.”

She points to AOL’s Makers series as a notable example of branded content that does well for the marketer (Unilever) and the publisher, and she expects to see more of that type of programming in the future.

We interviewed her at the IPG Mediabrands villa in the hills above Cannes.