May 21, 2009
Navigating The Agency Landscape
A Road Map For Selecting And Managing Interactive Agencies
with Peter Sargent, Jennifer Wise
Executive Summary (This is a document excerpt)
The drastic changes in consumer behavior due to fragmented media and Social Computing have created a fragmentation of agency services that is a virtual minefield for marketers. Selecting and managing an interactive agency portfolio in this new world can be very complex, but interactive marketers can be successful if they follow the right steps such as: set their objectives upfront, ensure they have a strong team in place, take a fresh approach to the selection process, and be clear with agency roles and direction.
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WHAT IT MEANS
| Forrester interviewed nine vendor and user companies, including Best Buy, DraftFCB, General Mills, iProspect, Organic, Razorfish, R/GA, Victoria's Secret, and Wunderman. Related Research Documents
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November 19, 2008 February 8, 2008 |
The Agency Landscape: A Virtual Minefield 
The Fragmentation Of Media Causes A Fragmentation Of Agencies Find Documents In Related CategoriesThis document falls under the following categories. Click on a link below to find similar documents.
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Original air date: Friday, March 20, 2009
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