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  • Nearly six out of 10 Americans who use social media interact with companies on social media Websites source ›
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DEC 2007

To Lead Overall Brand Strategy, Digital Shops Have Much to Do†

Forrester Study Says Four Core Capabilities Need to Be Developed

Advertising Age, December 10, 2007 — Digital agencies should take the reins on overall brand strategy for marketers in the next five to 10 years, but they have much to accomplish before than can do so, according to a new report from Forrester Research to be released today.

"Increasingly marketers are realizing that [offline and online] has to be integrated ... but interactive agencies have not yet proven they have the capability to manage brand strategy," said Brian Haven, senior analyst at Forrester Research and the author of "The Forrester Wave: Interactive Marketing Agencies."

Categories: New Media Marketing, Brand Strategy
Tag: Digital media

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