Thought provoking article from a fellow blogger patrick collings …….

“More Advice for Agencies
Forrester Research, best known for its technology research and predictions, is the latest non-marketing agency to advise agencies on their future. In a similar vein to recent comments by management consultancies, Forrester says the current advertising agency model is broken and proposes a more digital-integrated future.
“Clients are finding their agencies wanting. Forrester quotes one marketing exec calling agencies ‘a necessary evil,’ rather than a strategic partner to grow his business. Another complains, ‘Most senior ad execs appear more comfortable with conventional channels, which they claim are integrated because they have tacked on a web site,’” Adweek reported in a article covering the Forrester research.
Forrester, true to its roots, says digital integration is the first step for agencies and whilst championing digital studios as better prepared for the future of advertising it does find them lacking in brand building skills and experience.
Ad executives undoubtedly get annoyed when outsiders provide solutions for the marketing services industry. Problem is that agencies are not doing nearly enough to evolve their own industry and too many agency heads that I encounter remain ill-informed and indecisive about what to do.
No wonder clients are turning elsewhere for advice on the future of advertising.”