Time for action
The service provided to brands by the siloed agency model is bankrupt and must be replaced by a comprehensive, joined-up service that responds to consumer demands immediately
As the technological revolution gathers scale and speed, consumers expect a brand's social engagement to be ubiquitous and they want everything now – or as close to now as possible.
To help brands meet these expectations, agencies need to shift from developing creative executions to nurturing consumer communities; from delivering push communications to creating pull interactions; and from managing campaigns to facilitating conversations.
Most people recognise this...