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February 8, 2008 The Connected AgencyMarketers: Partner With An Agency That Listens Instead Of Shoutsby Mary Beth Kemp, Peter Kim with Jaap Favier, Kim Le Quoc, Evadne Cokeh, Alice Bresciani |
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This is an excerpt
Executive Summary
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.
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
This is an excerpt
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