Forrester Research recently published an 18-page report/detailed thought-piece provocatively titled ‘The Connected Agency’, discussing the model they foresee successful advertising agencies migrating towards to overcome many of the disruptive influences and changes in consumer behaviour we’re seeing.

Needless to say we were interested in exploring these issues and challenges with one of the authors of the report. And we roped in Tony Effik, planning head at a digital agency, to better understand the ramifications not just for the advertising world but also for brand marketers, and for media, marketing and research agencies.

It’s not a pretty picture…

UPDATE: In the podcast we mention that the report’s free. Actually, it was free for a while but now they’ve started charging!

 STARRING 

• Mary Beth Kemp, report co-author and Principal analyst, Forrester Research
• Tony Effik, Head of planning, Publicis Modem. Tony also blogs about the social graph here

Timeline [36m19s]

Notable Mentions

Thanks to freelance media and marketing journalist Jo Bowman for the use of her dulcet tones for the outro

Music Theatrimus from the PMN

Series:MarketingTalk Series:AdTalk
Series:ESOMAR Series:ResearchWorld