Help Wanted: 21st Century Agency
Research group Forrester has just released a report with a very snappy title - Help Wanted: 21st Century Agency.
Having quizzed both agency execs and marketers, they’ve come to the conclusion that big agencies need to integrate with smaller specialist shops to remain relevant.
Acquisitions may be "good for stock valuation," says Analyst Peter Kim, but agencies must integrate and share skill sets if they wish to remain successful.
The study found that more than 90 percent of agencies considered themselves equipped to deal with shifts in online advertising.
However only 50 percent of marketers said the same of their agencies.
That’s not exactly a heartening statistic, is it?