For Marketing Leadership Professionals (Length: 12 pages)
February 23, 2007
Help Wanted: 21st Century Agency
Firms With A Vested Interest In Traditional Media Models Need Not Apply
by Peter Kim
with Elana Anderson, Julie M. Katz, Sarah Glass
Executive Summary (This is a document excerpt)
As chief marketers reinvent their organizations to become truly customer-centric, they need help from their trusted advisors — the advertising agency. Agencies continue to influence the marketing function; however, they struggle to help clients capitalize on emerging channels and technologies. In the meantime, marketers are diffusing agency power by turning to a portfolio of players in search of specialized expertise. As marketers select new agency partners, they must revise their evaluation criteria to build an integrated marketing team.
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recommendations
WHAT IT MEANS
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Forrester fielded a survey with the American Marketing Association and interviewed eight vendor and user companies, including: Avenue A | Razorfish, H&R Block, Hill Holliday, JWT, Kia Motors America, and Xerox. Related Research DocumentsDecember 28, 2006, Best Practices
December 22, 2006, Quick Take
July 13, 2006, Forrester Big Idea May 16, 2005, Best Practices |
Advertising Agencies Overestimate The Role They Play
Agencies Still Wield A Lot Of Influence...Find Documents In Related Categories |
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Original air date: Monday, May 19, 2008
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