Forrester: Agencies Need to Reboot

NEW YORK 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.

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