Summary
All agencies are digitizing their core capabilities regardless of medium or service. This will create new complexity for marketers. But marketers still use yesterday's model for agency management, which stunts the growth of their agency relationships and hurts their own cause. To succeed in building the right agency partnerships, marketers will need to upgrade their operational, cultural, and financial approach to agencies by: 1) developing new agency orchestration skills; 2) establishing a new model of collaboration; and 3) championing incentives for innovation. Ultimately, marketers must develop an agency enablement strategy in order to tame the complexity of modern-day agency partnerships.
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).