Monday, February 18, 2008

Report: Ad shops must be built around communities

Advertising agencies should restructure their services to become more "connected" to their clients' target audiences, by focusing on engagement and having consumers opt in to marketing, according to a new study by Forrester Research. "I don't think agencies are going away," said Peter Kim, a Forrester Research analyst and co-author of the report. "They're going to be the ones that help marketers to communities of mutual interest."

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