Length: 12 pages For Marketing Leadership Professionals
Peter Kim 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

This is a document excerptEXECUTIVE SUMMARY

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.

TABLE OF CONTENTS

NOTES & RESOURCES

itemAdvertising Agencies Overestimate The Role They Play

itemAgencies Still Wield A Lot Of Influence...

itemBut Media Shifts Expose Major Weaknesses

itemCustomer-Centric Marketers Stem Agency Power

recommendations

itemBuild An Integrated Marketing Team

WHAT IT MEANS

itemAgencies Must Become Client-Centric — Or Perish

itemSupplemental Material

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.

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Analyst: Peter Kim
Technology: Customer Experience, Customer Experience Management, Interactive Marketing, Marketing & Advertising, Marketing Automation, Marketing Planning, Marketing Service Providers
Geography: Asia Pacific, Europe, North America
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