Brian Morrissey of Adweek has been reading the latest report from Forrester so we don’t have to.
Forrester Research conducted a “state of interactive agencies” survey of about 100 global interactive marketers. It found just 23 percent believed their “traditional brand agency” is capable of planning and managing interactive marketing activities. About 46 percent did not believe them capable, with the rest neutral on the question.
While that held good news for digital agencies, particularly as digital becomes a much larger part of marketing, Forrester found few clients are willing to give them responsibility for the brand’s direction. Just 22 percent agreed that their interactive agency is “ready to lead my brand.” Another 33 percent said their digital shops aren’t ready, with the rest neutral.
No word on when such distinctions won’t matter any longer.