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For B2C Marketing Professionals

The New Interactive Agency Landscape

Agencies Reinvented As Mediators Will Win While The Rest Wither

July 17, 2012

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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.

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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

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