Mary Beth Kemp

In between long weekends and vacations, I’m kicking off work on a roadmap for change for agencies and advertisers.  In it, I’ll explore the following questions (and probably many more). 

  • How will agencies and marketers integrate emerging media channels – including consumers – and what impact will that have on how we define marketing?
  • How does the evolution of TV change how we market?
  • How would/could an agency’s offer adapt to these changes and possibilities?
  • Is evolution or revolution necessary?  ‘Who’ is best-suited to change?
  • What IP should agencies concentrate on developing?  How does that impact their competitive set and business model? 
  • How should agencies embrace social media and what is their role?
  • How can agencies balance integration and specialization? 
  • How would agencies’ investment strategies evolve?
  • What staff and skills are most needed? 

I’d appreciate your help on this – perhaps too vast for summer – project.  Of course, I’ll continue to use this blog as a sounding board – so please respond and throw in your thoughts. 

To kick off the discussion:  what subjects are missing?  Are there additional themes you’d be interested in us including ?  Am I asking the right questions?

Secondly:  would you like to participate more directly?  If you are at an agency, or a client who works frequently with agencies, and would like to discuss your challenges and ideas with me; please send me email at mbkemp@forrester.com and I’ll connect with you. But never fear, I’ll be working on this well into the fall, so I’ll avoid pinging you poolside.

Thanks for you help!