New Agency Research

Sean Corcoran, Vidya Drego and I just published a report on The Future Of Agency Relationships. The report is written for CMOs and includes a call for marketing leaders to lead agency change to survive in the Adaptive Marketing era. We posit that marketers should assess their partners using three I's — ideas, interaction, and intelligence — to select the right partners. Sean posted a blog post this morning on the Marketing Leadership blog, and Ad Age featured the report on today’s front page.

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