The New Interactive Agency Landscape
Agencies Reinvented As Mediators Will Win While The Rest Wither
July 17, 2012
Why Read This Report
The agency model is crumbling under the weight of continual innovation in digital channels, the changing media behaviors of the always-addressable customer, and marketers' frustration with a siloed approach to digital marketing. But the solution is not more agency consolidation to create the "one-stop shop" for all marketing needs. Instead, interactive marketers must expect — and demand — that agencies overhaul their role from agents of the brand to value exchange mediators, balancing the brand's goals against its audience's needs. This report describes the four types of mediators that will emerge by 2015 as today's agencies attempt to reinvent their identities, transform their services, and escape being kicked to the curb while competitors scramble for dominance in this new order.
Already a Client?
Log in to read this document.
Become a Forrester Client
Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Table of Contents
- A Channel-Centric Approach Stalls Interactive Marketing Progress
- Agencies' New Role: Mediate Between Customer And Marketer Goals
- Prepare To Hire Business/Customer Mediators
- Supplemental Material
- Related Research Documents
Case Study: Nestlé China Raises The Social Media Measurement Bar For Its Ice Cream Brands
July 2, 2014 | Xiaofeng Wang
Tap Into Social Media's Unexpected Global Hotspots
January 6, 2012 | Nate Elliott
The State Of Social Media Marketing In Europe, 2011
September 19, 2011 | Nate Elliott