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Posted by Sean Corcoran on January 24, 2011
Over the past couple of years, we’ve seen some dramatic shifts in the agency landscape. In what Forrester has dubbed “The Great Race For Relevancy,” virtually every type of agency is now competing with each other like never before. Social media has become the great land grab and just about all agencies are claiming to be “digital” in some ways. We don’t expect the agency landscape to shake out and make sense in 2011. In fact, we expect more dramatic shifts. Here are some agency predictions for this year:
So what does this mean to you as an interactive marketer? Well first you can expect more agency confusion as it will continue to be difficult to determine which agencies excel at the many different digital services. However, it also opens doors to working with new types of agencies. For instance, interactive marketers have always been more comfortable with building and buying media (i.e., owned and paid), and if your interactive agency isn’t up to speed with earned media, then you have the opportunity to work more closely with the PR agency to learn new skills. To succeed in this environment, you should commit to your agency relationships (i.e., don’t hire them to be strategic and then treat them like vendors or vice versa), set clear roles with the agencies, and constantly evaluate your agency performance and knowledge.