Ad Age article: "Memo to Marketers: It's your fault if your shops flounder"

Great article and in particular, the recommendations for laying the foundation for your "agency house" were very thought provoking.

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.

My role is to make every communication count...

There is always a Client, so we have to listen and research client's issues. There is always a need for valuable Ideas. There will always be the need for a unique mix of strategic experience, conceptual creativity talent, campaign management, and use of holistic media. This is my arena.

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