Innovation Agency Wave: Learn more about the 10 agencies driving innovation

I am very excited to announce that the Innovation Agency Wave is now live! 

Marketers need data, technology support, ideas, experience design, and change management — not just channel expertise — in order to differentiate themselves in the age of the customer. To accommodate, agencies are redefining their core competencies to better align with three areas of marketers' demandinnovation around products and business models, integration of channels and customer data, and implementation of enabling technology systems.

This research reminded us that "innovation agency" is a label that Forrester assigned to agencies with specific aptitudes. Most agencies don't have neatly packaged innovation offerings. But those we reviewed do offer strategy, change management, customer experience, and design and development services — capabilities that are core to enabling digital business innovation. Since CMOs may not find a standard blueprint for an innovation agency, this wave provides guidance as you review potential innovation agency partners. 

In addition to the report, please make sure to download the interactive scorecard tool to build your custom wave and gain a more in depth look at each agency.

I’d like to extend a huge thank you to all of the agencies that participated.  The teams that I worked with are all so talented and put in a lot of time and effort, which I appreciate. 

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It’s Time To Revamp Your Agency Roster

Continuing the theme of agency selection, my next report, Revamp Your Agency Roster To Lead A Connected Brand Experience (subscription required), came out yesterday. 

This report helps CMOs reorient themselves to the shifting agency landscape and identify partners to help move them from channel expertise to leading a connected experience.

In establishing this new model, CMOs must partner with agencies to:

  • Create transformative experiences
  • Craft and distribute a connected brand story
  • Deliver technology to drive a connected brand experience

This report makes up the Performance Management module of the Brand Experience Playbook.

Please reach out to schedule an inquiry if you would like to discuss further.  I look forward to hearing from you.

Screen For These Four Criteria During Your Next Agency Search

Being asked to pitch for a new piece of business strikes both excitement and fear in the hearts of many agency folk.  When I started research for my latest report, The Fit Test For Strong Agency Relationships, there was no shortage of people who wanted to weigh in on how to make the process better for both CMOs and agencies. 

After many interesting and spirited conversations, I settled on the four things CMOs should screen for when selecting an agency to help drive their business forward in an increasingly competitive and real-time environment.

Check out my report (subscription required) for a how to guide to screen for:

  • Vision: Does they agency’s vision for the future of consumer behavior, technology and marketing align with yours?
  • Experience: Can the agency provide a fresh perspective to your acute business challenges?
  • Passion: What is the agency doing to create a culture where its employees are passionate about coming to work?
  • Process: Will the agency be able to enact change across your organization?

If you are interested in discussing your next agency search or how to get the most from your current agency relationships, please schedule an inquiry with me.  

Navigating The Post-Digital Agency Landscape

I recently joined Forrester’s CMO team as a principal analyst covering agencies — the world where I spent most of my time over the past 15 years. I have been fortunate enough to have worked at thriving agencies as they have undergone major change: Avenue A as it built out its media capabilities and tools; OMD at its start — merging four strong media divisions to form one media buying firm; and for the past five years, 360i as it grew from a search powerhouse into an award-winning full service digital agency.

As marketers shift their focus to become more customer-obsessed, agencies are evolving to provide the strategy and services needed to usher brands into the age of the customer. My research will focus on how CMOs can navigate and nurture their agency relationships and how agencies can evolve their businesses in the post-digital agency landscape.

I explore this further in my report "Brief: Business Models Determine Agency Strengths," which details the role of an agency’s business model in setting its focus on innovation, integration, or implementation.

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