The Connected Agency
Marketers: Partner With An Agency That Listens Instead Of Shouts
February 8, 2008
Why Read This Report
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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Table of Contents
- Advertising Is Stretched . . . And May Soon Snap
- Agencies Must Change To Keep A Place In The Value Chain
- The Connected Agency
- Marketers: Is Your Agency Connecting?
WHAT IT MEANS
- The Marketing Ecosystem Responds
- Supplemental Material
- Related Research Documents