Vision Report

The Connected Agency

Marketers: Partner With An Agency That Listens Instead Of Shouts

February 8th, 2008
PK
Peter Kim
Mary Beth Kemp, null
Mary Beth Kemp
With contributors:
Jaap Favier , Kim Le Quoc , Evadne Cokeh , Alice Bresciani

Summary

Today's agencies fail to help marketers engage with consumers, who, as a result, are becoming less brand-loyal and more trusting of each other. To turn the tide, marketers will move to the Connected Agency — one that shifts: from making messages to nurturing consumer connections; from delivering push to creating pull interactions; and from orchestrating campaigns to facilitating conversations. Over the next five years, traditional agencies will make this shift; they will start by connecting with consumer communities and will eventually become an integral part of them.

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