Branislav Peric

Le cabinet Forrester vient d’ouvrir une nouvelle conférence pour les gens de marketing. Elle est intitulée : “The Connected agency”.

Un petit abstract du contenu proposé ci-dessous. On y retrouve la plupart des thèmes qui me tiennent à coeur.

Advertising Is Stretched . . . And May Soon Snap
Consumers Make Advertising Irrelevant
Media can’t Deliver A Captive Audience Anymore
Operational Processes Can’t Cope

Agencies Must Change To Keep A Place In The Value Chain
The Connected Agency
Consumer: Shift From Making Messages To Creating And Nurturing Connections
Media: Shift From Push To Pull Interactions
Operations: Shift From Rolling Out Campaigns To Facilitating Conversations

Dans le même ordre d’idée, un article sur Adweek “Agencies need to reboot”.
Là aussi quelques citations à retenir ci-dessous.

Despite these changes, Forrester said creative and media agencies are still built around the mass model: to either produce messages or distribute them. Digital agencies have gone farther, in Forrester’s estimation, in centering their businesses around “interaction,” but it finds them lacking in the branding skills of traditional shops.

Clients are finding their agencies wanting. Forrester quotes one marketing exec calling agencies “a necessary evil,” rather than a strategic partner to grow his business. Another complains, “Most senior ad execs appear more comfortable with conventional channels, which they claim are ‘integrated’ because they have tacked on a Web site.”

Forrester est en train d’oeuvrer très fort pour faire passer les idées fondatrices du “21st century marketing model”.
Clap, Clap, tout ça tombe tellement sous le sens et fait son chemin outre-atlantique.