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For CMO Professionals

The Future Of Agency Relationships

Marketers Need To Lead Agency Change In The Adaptive Marketing Era

March 29, 2010


  • By Sean Corcoran,
  • Dave Frankland,
  • Vidya L. Drego
  • with David M. Cooperstein,
  • Michael Greene,
  • Jennifer Wise

Why Read This Report

Agencies continually reinvent themselves to serve their clients — they have to quickly adapt to changes in marketing strategy, media, technology, and society. And with the rise of social media and digital proliferation, we are entering an Adaptive Marketing era. In this era, mass media is no longer the foundation of marketing communication, forcing yet another change in the expectations of what marketing agencies can and should deliver. Marketers should assess their partners using the three I's — ideas, interaction, and intelligence — to select the right partners. Marketers who change their thinking will lay the groundwork for partners that are more agile, can build long-term relationships with active customers and communities, and can use data to drive real-time decisions.

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Table of Contents

  • Marketing Leaders Must Drive Agency Change
  • The Three I's: A Framework For Agency Selection For Adaptive Marketing
  • Choosing Your Adaptive Marketing Era Agencies Requires A Look Inward

  • Start Laying The Foundation For Your Agency House Of The Future

  • The Agency Landscape Is Permanently Altered
  • Supplemental Material
  • Related Research Documents