For CMO Professionals

The Connected Agency

Marketers: Partner With An Agency That Listens Instead Of Shouts

    Why Read This Report

    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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    TABLE OF CONTENTS

    • Advertising Is Stretched . . . And May Soon Snap
    • Agencies Must Change To Keep A Place In The Value Chain
    • The Connected Agency
    • Marketers: Is Your Agency Connecting?
    • WHAT IT MEANS

      The Marketing Ecosystem Responds
    • Supplemental Material
    • Related Research Documents