Summary
Most of today's marketers manage the process of selecting their agency partners internally. But searching for the right agency is increasingly more complex as agencies continuously adapt their capabilities for the digital age. If marketers can't commit the time and resources, don't have internal agency expertise, need an update on the agency landscape, or anticipate internal politics, then Forrester suggests using a consultant to manage the review. Marketers should evaluate consultants based on the criteria of rapport, relevance, role, and references and then prepare to collaborate with them immediately to kick off a successful review.
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