How Ad Agencies Can Avoid Becoming Obsolete [Forbes]
Forrester Research, Inc. (FORR)
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Source: Forbes
Photo: Getty In a Forrester study on 2020 predictions for agencies summary "CMOs' demand for higher-performing campaigns and experiences will compel agencies to finally embrace their own transformation. In 2020, agencies will either reassemble their process, workforce and capability to amplify audiences, activate campaigns and build experiences with results or find themselves falling further into irrelevance." As the president & co-founder of an ad agency that recently repositioned itself as a technology company that delivers marketing and media solutions to brands, this is what occupies my thoughts every day. The problem as I see it is that creative and media agencies aren't built on a technology model; they are built on a people model. And technology companies tend to solve for a specific void, which, for marketers, results in these convoluted marketing technology stacks. And these two essential components can't seem to find a way to work together. My company straddles both worlds,
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- 2/8/24 - Beat
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- 4/5/24 - Form SC
- 4/3/24 - Form 4
- 4/3/24 - Form 4
- FORR's page on the SEC website