According to AdWeek, "Forrester Research believes today's ad agencies are not well-structured to take on tomorrow's marketing challenges, needing to move from making messages to establishing community connections. 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."
This arguments creates an interesting issue for clients of agencies. If they don't currently exist, how to clients select partners to work with who can deliver messages that are relevant, meaningful and lead to action? Does this mean that advertising is dead? Clearly, changes in social media as well as consumer behavior indicate that the traditional notion of advertising has changed dramatically and if agencies have not kept up to pace with those changes what options are out there for clients who need the assistance of 3rd party resources?
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Not all agencies are traditional advertising agencies. I've always done below-the-line work: Experiential, word-of-mouth, promotions and now shopper marketing.
The future of making consumer connections is definitely not via TV and print.
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