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Make Agencies More Agile: Be Nimble, Streamlined and Responsive

Thu, Dec 6, 2018 1:01 PM EST{LOCAL_TZ}


The need for transformative, disruptive growth is expanding marketing’s role beyond communication campaigns, altering brand marketers’ relationships with agencies. We’ve heard the warnings about consultants, insourcing and cost-cutting. To survive, agencies are feverishly transforming themselves to be more nimble, streamlined and responsive. Simply put: There’s an existential need to become agile.

Guest speaker Jay Pattisall, principal analyst at Forrester, will take a hard look at the challenges agencies are facing and what it will take to compete effectively in this emerging world. He will cover:

  • Why the current agency revenue and staffing structure is too inflexible to meet the needs of CMOs
  • How agencies can adopt agility in process, teams and structure to be the partners brand marketers need.
  • What clients need to do to allow their agencies to be successful in this changed landscape

Jay Pattisall
Principal Analyst
Forrester Research

Jay is Forrester’s expert on agencies, providing perspective and clarity to help CMOs and marketing executives make sense of the cluttered and ever-changing agency landscape. He leads research on the future of the agency sector and current best practices that challenge conventional thinking and enable CMOs to develop more valuable relationships among their agencies, brands, and customers.

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