For CMO & Marketing Leadership Professionals

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	February 23, 2007 Help Wanted: 21st Century Agency Firms With A Vested Interest In Traditional Media Models Need Not Apply by Peter Kim with Elana Anderson, Julie M. Katz, Sarah Glass	Average: 9  (8 ratings)

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Executive Summary

As chief marketers reinvent their organizations to become truly customer-centric, they need help from their trusted advisors — the advertising agency. Agencies continue to influence the marketing function; however, they struggle to help clients capitalize on emerging channels and technologies. In the meantime, marketers are diffusing agency power by turning to a portfolio of players in search of specialized expertise. As marketers select new agency partners, they must revise their evaluation criteria to build an integrated marketing team.

TABLE OF CONTENTS

• Advertising Agencies Overestimate The Role They Play
• Customer-Centric Marketers Stem Agency Power

RECOMMENDATIONS

• Build An Integrated Marketing Team

WHAT IT MEANS

• Agencies Must Become Client-Centric — Or Perish
• Supplemental Material
• Related Research Documents

This is an excerpt

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