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
Executive Summary (This is a document excerpt)
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.
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WHAT IT MEANS
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Forrester interviewed 20 vendor and user companies. Related Research Documents
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Original air date: Tuesday, September 15, 2009
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