Top 10 wish list for agencies of the future
Sapient: “Nearly Half of Respondents Are Moving to Agencies with Greater Knowledge of the Digital Space”
Survey respondents were asked about the top qualities they sought in their advertising and marketing agencies in the coming year (research published September 2008 so I’m a little bit late). Top 10 wish list follows (their use of language, not mine) and the source is Business Wire for more detail.
- Greater knowledge of the digital space
- More use of “pull interactions”
- Leverage virtual communities
- Agency executives using the technology they are recommending
- Chief Digital Officers make agencies more appealing
- Web 2.0 and social media savvy
- Agencies that understand consumer behavior
- Demonstrate strategic thinking
- Branding and creative capabilities
- Ability to measure success
Interestingly, technical production capability not in the top 10.
[Image credit, excerpt of Web Trend Map 4 by iA]
