Reinventing The Agency Relationship

The followup piece to my Reinventing the Marketing Organization piece is going to focus on reinventing the agency relationship.  Why is this necessary?  Because Forrester researches technology and technology is the primary catalyst driving change in consumer behavior and marketing strategy today.

Case in point:  someone at BBDO has just discovered Gillette’s No Scruf microsite.  Which has been out for about three months now.  The irony is the blogger’s call to action:

"Gillette brand managers… tune in for some girl talk, straight up."

Pretty sure that’s stated without irony, as the agency behind the site is Digitas.  You’d think that agencies are at least monitoring each other, let alone social media.   

Being: Peter Kim