&138/ Just Found: Traditional Versus Digital Agencies - Time for a Tradigital Evolution?

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Forrester releases a Q4 Marketing Wave research report, AdAge comments and David Armano from one of the researched agencies replies on Experience Matters.

Forrester, AdAge: "The report suggests interactive agencies are better positioned to take over brand strategy than traditional agencies because of the data and insight they are able to cull from interactive channels and because consumer behavior is shifting toward such channels.

But to get there, digital agencies need to develop four core capabilities, according to the report: measurement and analytics, audience research, cross-channel integration and social media."

David Armano, Experience Matters: "For me—priority #1 is working with people who 'get it'. And so because of this, I feel compelled to lay out what I think digital agencies must do in order to lead brands in an increasingly fragmented, digital world…

1. Speak in Brand

2. Think Outside The Browser

3. Evangelize Digital To Broad Audiences

4. Corner The Market on Talent

5. Make Relationships Our Business

6. Celebrate Our Strengths

7. Generate Big + Little Ideas

8. Play Well With Others

9. Think, Breathe, and Live Strategically

10. Get Fuzzy"

Time for a Tradigital Evolution?

Read the Forrester Exec Summary!
Read AdAge (restricted)!
Read Experience Matters!

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