Forrester Research has just released a report on the 21st Century Agency model and clearly for the emerging marketing world, a new agency model is definitely needed according to Peter Kim. I can't agree more with Peter Kim.
Look at some findings and surely the management teams at agencies need to relook at how they need to restructure themselves to be competitive in the future:
- Advertising Agencies Overestimate The Role They Play !
- Media Shifts Expose Major Weaknesses!
- Customer-Centric Marketers Stem Agency Power!
Agencies need to build and present an integrated team for CMOs of large corporations to help their brands succeed. They must start using a media-agnostic customer-centric approach. Establish milestones and metrics that drive marketing and agency accountability within the corporation.
I believe the time to change is now!