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For CMO Professionals

The Digitization Of All Agencies

Marketers And Agencies Must Adapt To Manage Marketing Complexity

Latest Update: January 20, 2012

By Chris Stutzman with David M. Cooperstein, Sean Corcoran, David Truog, Cory Munchbach, Sarah Glass, Matthew Dernoga

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Why Read This Report

All agencies are digitizing their core capabilities regardless of medium or service. This will create new complexity for marketers. But marketers still use yesterday's model for agency management, which stunts the growth of their agency relationships and hurts their own cause. To succeed in building the right agency partnerships, marketers will need to upgrade their operational, cultural, and financial approach to agencies by: 1) developing new agency orchestration skills; 2) establishing a new model of collaboration; and 3) championing incentives for innovation. Ultimately, marketers must develop an agency enablement strategy in order to tame the complexity of modern-day agency partnerships.
Tags: Advertising Agencies, Interactive Marketing Strategy and Process, Marketing Organization & Culture, Sourcing & Procurement, Sourcing Strategy & Execution
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TABLE OF CONTENTS

  • Agencies Enter Digital Adolescence
  • The Digitized Agency Ushers In A New Phase Of Marketing Complexity
  • Marketers Must Adapt To Embrace The Next Generation Of Agencies

  • WHAT IT MEANS

    No Agency Escapes Unscathed By The Digitization Of Marketing
  • Supplemental Material
  • Related Research Documents
 
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