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Where next for Agencies?

Very interesting post from Forrester about their predictions for the future of agencies. I tend to agree with everything they are forecasting.

Mobile marketing will have a big impact on marketing budgets and activities in 2011, not just over the next 5-10 years. Smart phones and consumers adoption of them are transforming the channel and diminishing consumers’ fear of technology. 

Secondly brands want consistency in message and are focusing on the idea rather than the channel to achieve their objectives. There is greater scope to achieve this with a smaller pool of agencies than a large portfolio.

Great article, regardless of whether you work in a marketing agency or work client side:



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