There’s a mind bending piece on MediaPost… “Brands: Agencies need to up their game in data management, CX.” Based on a new Forrester report, in several thousand words, we are treated to such gems as… Forrester found that brands want agencies to embrace technology (57%) and data (55%) as core competencies, not just as tools. Marketers indicated that depth of specialization (71%) and data-driven marketing across channels (71%) will be the most important agency qualities to them in the next three years. The most successful agencies will be cross-channel data experts who create new sources of value for clients through strategic technology partnerships. Just as brands believe customer experience marketing and data-driven efforts will help them carve out unique competitive positions, agencies will also need to hone their data and technology offerings to compete successfully going forward, Forrester notes. So, there you have it… Not one word about “Creativity.” Cos who needs shit like that that when you can crunch a pile of numbers? Is this business fucked, or what?
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