Hasta La Creative!

As marketers race to serve the digital shifts in consumer behavior, agencies have raced alongside to help them. At this point, digital expertise no longer differentiates these firms. So what’s the next big thing that can distinguish marketing agencies in the chief marketing officer’s eye?

Smart agencies will redefine their core competencies to help brands succeed in what Forrester Research calls the Age of the Customer. This is a 20-year business cycle in which the most successful enterprises will reinvent themselves to understand and serve customers who are increasingly powerful. Marketers will need to to prove that they operate as a customer-obsessed enterprise. Agencies, in support of this strategy, will take on one of three primary roles: innovator, integrator or implementer.

The innovator. Low-power location sensors, virtual-reality film and video editing and wearable technology are fascinating individually. Combine them and you can change the nature of play, shopping and even work. Businesses that face digital disruption such as this increasingly need help from agencies to out-innovate competitors, create awareness among empowered consumers and redefine the boundaries of customer experiences.

Continue reading at AdAge.com