You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract What If Richard Branson Ran a Media Agency? Change Is Hard but Necessary to Build the Media Agency of the Future By Michael Scissons, Published on September 06, 2011 1 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.