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For CMO Professionals

Brief: Business Models Determine Agency Strengths

Not All Agencies Are Built On The Same Financial Foundation

May 30, 2014


  • By Sarah Sikowitz,
  • Shar VanBoskirk
  • with David M. Cooperstein,
  • Elizabeth Perez

Why Read This Report

Recently, Forrester defined a new agency landscape, defined by the primary strategic objectives of marketers. The agency models we introduced — Innovator, Integrator, and Implementer — are businesses built on very different foundations and require different business and financial models in order to succeed. In this brief, Forrester defines the foundation required to succeed as each of these agency types.

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