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For CMO Professionals

Revamp Your Agency Roster To Lead A Connected Brand Experience

Performance Management: The Brand Experience Playbook

April 27, 2016

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  • By Sarah Sikowitz
  • with Michelle Moorehead,
  • Anna Berman,
  • Kara Hartig
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This is the Performance Management report in The Brand Experience Playbook For 2017.

Why Read This Report

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 is an update to a previously published report; Forrester has revised it to factor in new data for relevance and accuracy.

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Table of Contents

  • CMOs Need To Shift From Channel Expertise To Connected Experience
  • Establish A New Model For Agency Selection
  • Recommendations

  • Ready Your Organization For A Focused Agency Search
  • Supplemental Material
  • Related Research Documents