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For CMO Professionals

The Connected Agency

Marketers: Partner With An Agency That Listens Instead Of Shouts

February 8, 2008


  • By Mary Beth Kemp,
  • Peter Kim
  • with Jaap Favier,
  • Kim Le Quoc,
  • Evadne Cokeh,
  • Alice Bresciani

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?

  • The Marketing Ecosystem Responds
  • Supplemental Material
  • Related Research Documents