Memo to Marketers: It's Your Fault if Your Shops Flounder
Monday, March 29, 2010
Simply put, if marketers are counting on their agencies to lead them into a world of changing consumer behaviors and media habits, they should think again.
As digital-marketing channels multiply, agencies are struggling to figure out their own businesses, and a recent Forrester study suggests that marketers may need to force their agencies to evolve rather than wait for them to do it themselves.
Ad Age got a peek at the 16-page study, called "The Future of Agency Relationships," for which Forrester spent nearly four months interviewing agency and marketing executives.
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