December 8, 2014
I am very excited to announce that the Innovation Agency Wave is now live!
Marketers need data, technology support, ideas, experience design, and change management — not just channel expertise — in order to differentiate themselves in the age of the customer. To accommodate, agencies are redefining their core competencies to better align with three areas of marketers' demand: innovation around products and business models, integration of channels and customer data, and implementation of enabling technology systems.
This research reminded us that "innovation agency" is a label that Forrester assigned to agencies with specific aptitudes. Most agencies don't have neatly packaged innovation offerings. But those we reviewed do offer strategy, change management, customer experience, and design and development services — capabilities that are core to enabling digital business innovation. Since CMOs may not find a standard blueprint for an innovation agency, this wave provides guidance as you review potential innovation agency partners.
In addition to the report, please make sure to download the interactive scorecard tool to build your custom wave and gain a more in depth look at each agency.
I’d like to extend a huge thank you to all of the agencies that participated. The teams that I worked with are all so talented and put in a lot of time and effort, which I appreciate.
And, last, but definitely not lease, a thank you to Shar VanBoskirk and Elizabeth Perez for working alongside me on this.
Please set up an inquiry with me if you’d like to discuss the findings or the state of innovation offerings from agencies.