5 READS: HOW DIGITAL IS SHIFTING THE AGENCY LANDSCAPE
A few years ago, people would discuss whether we were experiencing a digital revolution or if it was (merely) an evolution. Thankfully, this discussion leading nowhere is no longer to be seen. But what stays is the question, how the digital age has influenced the way we communicate, interact, work and in general live.
While we personally try to answer this question according to our digital habits and beliefs, CEOs of probably every industry-field have asked themselves how the digital age has influenced their business. Working with ad agencies, it is a question that has also kept our minds busy.
So, we went on a hunt, looking for experts in the digital field and their opinions on how agencies need to change and transform their business models. Here are our top reading recommendations that deal with the question: How has the digital age influenced the agency landscape?
1. FORRESTER: “THE NEW INTERACTIVE AGENCY LANDSCAPE”
Unfortunately, the downloadable PDF by Forrester Analyst Jim Nail on the new interactive agency landscape is no longer available. Nail’s research is based on interviews with top digital agencies and concludes that the fundamental task of agencies is to mediate a value-exchange between brands and consumers. Both parties (brands & consumers) are starting to benefit from their relationship in form of added services, data, insights, etc. According to the Forrester report, agencies will increasingly shape this relationship and become mediators.
Order the Jim Nail’s Forrester report here.
Jörg Jelden, consultant & analyst, collaborated with Germany’s top creative agencies to answer the above mentioned question. He not only looks at economic & revenue factors, but also analyzes how social, technological and cultural challenges have influenced the agency landscape.
Read the complete study here.
Forrester’s report defines a new type of agency rising called the “customer engagement agency”. Analyst Khatibloo clearly states how different types of interactive agencies are slowly but surely moving in a similar direction, one that defines the engagement of the consumer as the core value.
Read the Khatibloo’s Forrester Report here.
Edward Boches, Chief Innovation Officer of creative agency Mullen, explains in a refreshingly open manner what steps the Bosten-based agency took to stay competitive in a new (digital) environment and what being “unbound” actually implies. Learn from the source here.
Global CEO of Starcom MediaVest Group, Laura Desmond, describes in an interview how SMG is following the approach of becoming a “human experience company”. She states that the core purpose of her company is to offer consumers an experience with a brand and that consumers are the ones leading the way.
Published by Valeria Kuligk
Visual by Appitive.
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