Posted by Peter Kim on April 14, 2008
When queuing up this entry, I noticed that there's no category for "agency" related posts. That's OK because Mary Beth Kemp, my colleague and co-author of The Connected Agency report, has taken the lead on a new Forrester blog called Agency Futures. So I'm cross-posting this, there.
A lot needs to happen before agencies get Connected. The clear first step for most shops is building digital acumen. So I've published a new piece called "Agencies Must Build Digital Skills To Survive" - pretty much to the point, eh?
Here's a [long] excerpt:
Traditional advertising agencies -- marketing services providers that
have built global brands through mass media -- need to prove their
digital mettle now more than ever. Although late 90s startups like
Scient, Viant, and ZEFER flamed out, firms like Critical Mass, Organic,
and Avenue A|Razorfish have risen high above the dot-bomb wreckage and
are well-positioned for success today.
Clients are shifting business to digital shops, and consumers have
turned away from media channels that built the agency industry and
toward emerging Internet media. Ad agencies must build new interactive
competencies quickly in order to succeed. How? They must build digital
skills with a three-tiered approach of establishing digital commitment
at the executive level, retraining existing staffers, and building a
pipeline of future talent.
Maybe all that and more...
Feel free to continue the discussion on the Agency Futures blog (comments will be closed here).
P.S. Our Forrester Marketing Blog Feedback Survey needs your feedback just like that first cup of coffee Monday morning.
Search Forrester's Blogs
Using Thought Leadership to Create a New Market Category »
Your Customers Are Powerful
Become customer obsessed to gain competitive advantage »
- Anthony Mullen (20)
- Christine Overby (33)
- Craig Menzies (1)
- David Truog (2)
- Emily Collins (1)
- James McQuivey (1)
- Jennifer Wise (5)
- Jim Nail (20)
- Josh Bernoff (13)
- Kim Celestre (37)
- Laura Ramos (64)
- Lori Wizdo (1)
- Luca Paderni (8)
- Melissa Parrish (44)
- Nate Elliott (100)
- Peter O'Neill (2)
- Rob Brosnan (1)
- Ryan Skinner (18)
- Shar VanBoskirk (111)
- Susan Bidel (3)
- Thomas Husson (108)
- Tina Moffett (1)
- Tracy Stokes (2)
- Xiaofeng Wang (12)