Trends Report

Navigating The Agency Landscape

A Road Map For Selecting And Managing Interactive Agencies

May 21st, 2009
Sean Corcoran, null
Sean Corcoran
With contributors:
Peter Sargent , Jennifer Wise

Summary

The drastic changes in consumer behavior due to fragmented media and Social Computing have created a fragmentation of agency services that is a virtual minefield for marketers. Selecting and managing an interactive agency portfolio in this new world can be very complex, but interactive marketers can be successful if they follow the right steps such as: set their objectives upfront, ensure they have a strong team in place, take a fresh approach to the selection process, and be clear with agency roles and direction.

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