Forrester gauges agencies' contribution to marketers' success

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Cambridge, Mass.—According to a new report by Forrester Research, a disconnect exists between ad agencies and clients when it comes to agencies’ role in marketing success.

The report found that while 93% of advertising agencies believe they play a critical role in marketing success, only 63% of client-side marketers believe agencies play a critical role.

Forrester analyst Peter Kim said a key reason for the disconnect is that traditional ad agencies are struggling to adapt to the increasingly digital media environment and marketers aren’t convinced that their agencies can effectively formulate new strategies for TV, the Internet and user-generated media.

Therefore, as marketers reinvent their organizations to become more customer-centric, they will seek to decrease their dependence on an agency of record, the report found.

The online survey of 141 marketing and advertising agency executives was conducted during the fourth quarter of 2006.

—Kate Maddox

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