Summary
No relationship has a bigger impact on brand success than that between the brand and its lead agency. Despite that criticality, brands have failed to adjust their lead agency search criteria to post-digital realities. The long-term risk: an expensive investment in a sub-par brand experience that damages brand equity and hinders growth. B2C marketers, read this report to craft an effective lead agency request for proposal (RFP) for the post-digital age.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).