And I wholeheartedly agree.
Art in its rawest form is about creating sTUFFs that tells a story. A story hidden in visuals whereby its semiotics are consciously and unconsciously uncovered by the viewer. Of course there are visual, audio & wider sensory stimuli - especially so in the case of post modernist art - that make it easier to portray the story but essentially the artist has a message he or she wants to share.
A message which takes varying forms in advertising (hashtags, strap lines yada yada yada) but all messages none the less. Messages that are stronger when combined with the right material for delivery of course.
The infamous Duchamp's Fountain commentary on the state of art and its value would not have appealed so strongly had it not been delivered in the cold hard material of porcelain nor would a Guinness ad's rallying cry so strongly appeal to its drinking warriors had it not been accompanied by the pulsating drum beat of audio and emotive dance of monochrome videography.
And while being under pressure (budgets, deadlines, resource yada yada yada) may result in difficulties for the most part that magical diamond of a truly great campaign is often the result of art under pressure.
So what should agencies and advertising folk do to keep the art alive? Well nothing. Just like art the more you tamper with it the weaker it becomes. The magic is lost and it disappears into the plethora of almost had it moments. Society, culture and nature all shape and form much of what we call art yesterday, today and inevitably tomorrow. Allow conversations on all three to permeate your creative process from the inside out and your great art/ad moment will come.