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LA QUINTA, CALIF. Digital agencies are improving their skills to help clients strategically, but still fall short in their ability to lead broader marketing and brand strategy, according to a new report by Forrester Research.
That inability means Web agencies in the near term will continue to be relegated to the role of implementer, while a client’s traditional shop takes the lead, said Brian Haven, a Forrester analyst.
“The interactive agencies are in a position where all their staff is focused on executing on digital,” he said.
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