Forrester Research just published an article about how agencies need to change and that they are in a “world of hurt” because they can’t adapt to the changing advertising world.

The Adweek article states, “In a new report, the research firm paints a grim view of the current state of advertising, which it believes is in “a world of hurt” because consumers are tuning out the messages the industry is predicated on producing. Instead, it believes shops need to be organized around communities, not disciplines. What it is calling ‘the connected agency’ would not only know certain communities but also be active members of these groups. Pushing messages would give way to encouraging voluntary engagement, and ongoing conversations would replace time-based campaigns.”

It’s like they stopped in and talked to us about what we currently do.

Then they say that “Since marketers will continue to focus on results from their marketing, particularly as digital media makes it easier to track, advertising agencies would get geekier, Forrester believes.”

If you are looking for an agency that already plays this way (and plays it well), then you need to come in and talk to us.

Or click here and read the whole article.

Tags: advertising, agency, Connection, digital, marketing, media

This entry was posted on Friday, February 8th, 2008 at 5:04 pm and is filed under MediaSauce, marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.