Why Read This
As marketers move from managing their brand to leading a connected brand experience, they will need agency partners that can help develop and execute their vision. To effectively manage agency partners in this endeavor, marketers must reorient themselves to the shifting terrain of the agency landscape where digital is no longer an agency differentiator. In this report, chief marketing officers (CMOs) will learn how to optimize their efforts to better engage the right agency partners, manage performance, and align agency selection with their brand experience goals. This report replaces "Manage The Digitization Of Agency Services," originally issued to clients on July 12, 2012.