The Connected Agency by Mary Beth Kemp, Peter Kim

Length: 18 pages For Marketing Leadership Professionals

February 8, 2008
The Connected Agency
Marketers: Partner With An Agency That Listens Instead Of Shouts
by Mary Beth Kemp, Peter Kim
with Jaap Favier, Kim Le Quoc, Evadne Cokeh, Alice Bresciani

This is a document excerptEXECUTIVE SUMMARY

Today's agencies fail to help marketers engage with consumers, who, as a result, are becoming less brand-loyal and more trusting of each other. To turn the tide, marketers will move to the Connected Agency — one that shifts: from making messages to nurturing consumer connections; from delivering push to creating pull interactions; and from orchestrating campaigns to facilitating conversations. Over the next five years, traditional agencies will make this shift; they will start by connecting with consumer communities and will eventually become an integral part of them.

NOTES & RESOURCES

Advertising Is Stretched . . . And May Soon Snap

Consumers Make Advertising Irrelevant

Media Can't Deliver A Captive Audience Anymore

Operational Processes Can't Cope

Agencies Must Change To Keep A Place In The Value Chain

The Connected Agency

Consumer: Shift From Making Messages To Creating And Nurturing Connections

Media: Shift From Push To Pull Interactions

Operations: Shift From Rolling Out Campaigns To Facilitating Conversations

Marketers: Is Your Agency Connecting?

Agencies Will Home In On Communities

What To Expect From The Connected Agency

WHAT IT MEANS

The Marketing Ecosystem Responds

Supplemental Material

Forrester interviewed 20 vendor and user companies.

Forrester: - Making Leaders Successful Every Day

Search Forrester.com

Global Navigation

Local Navigation

This is a document excerptEXECUTIVE SUMMARY

TABLE OF CONTENTS

NOTES & RESOURCES

WHAT IT MEANS

Related Research Documents

Find Documents In Related Categories

Footer links (2 lists of links)