Other roles in the agency business are changing, too, broadening the definition of "qualifications." For instance, a traffic manager is now a hybrid at more progressive shops. It's part junior account executive, part traffic mananger, part production person. These days, he's often called a project manager, or producer. Point is, do you have to hire someone with those specific skills, or just someone who's bright, has excellent organizational skills, and is an effective communicator?
Looking at new agency roles this way, we can bring more talent into our industry, and be less reliant on finding the perfect candidate with exact experiences and industry skill sets.
Same applies to senior-level hires. What qualifies someone to be a strategic planner, publicist, head of client services or a senior copywriter? I believe it's fire in the belly. Brains. And the ability to compete and win. At least that's what I look for. Makes job searches a lot more compelling, and brings unexpected talent into your agency.