We’re in the process of pondering a very important question in the industry today: what is the future of agencies? Agencies have played such a crucial role in helping companies market their products and services for more than a century. Names like McCann Erickson, Young & Rubicam, J. Walter Thompson, Ogilvy, and Saatchi & Saatchi (among others) are practically household names. There’s even a massively popular and critically acclaimed television show capturing life in the golden age of legendary agencies on Madison Avenue.
One of the toughest parts of being an analyst is figuring
out not WHAT will happen but WHEN it will happen.Back in May of 2007 I wrote a short report
that described Forrester’s take on Microsoft’s acquisition of Avenue A │ Razorfish. In that report I
predicted that the Web site design part of the business would be spun off,
“possibly just called ‘Razorfish,’” and that acquirers would flock to snap up
that part of the firm.
To be open, I was beginning to think I’d been wrong.But then yesterday, FT.com broke the news
that Microsoft appointed Morgan Stanley to find a buyer for the design part of
the agency, which dropped the “Avenue A” part of its name and is now called
I've spent the last few months immersed in the world of the Web design capabilities of interactive agencies. After all that work, finally, The Forrester Wave: Interactive Marketing Agencies -- Web Design Capabilities, Q2, 2009 is live. Hurrah!!