The future of agency/client relationships according to Forrester

I recently came across a hugely insightful report from Forrester predicting how agency/client relationships will develop. The focus is on what they think agencies will need to offer in the future and advice on to clients on how to choose agency partners. They’ve invented ‘Adaptive Marketing’ as a term for how marketing has to shift from

  • ‘Outbound’ to ‘Surround’
  • Campaigns to Experiences
  • Segments to Individuals

In many ways it describes where Chemistry is headed, which is great – my takeout is that the agency of the future is strong in three areas

  • “Mad Men” big ideas
  • digital and direct rigour
  • social media propagation

If you’ve not seen it, you can get a copy here.