“Ready Together: How Agencies Can Accelerate Growth Today and Future Proof for Tomorrow,” a commissioned study conducted by Forrester Consulting on behalf of Google and 4A’s.
The compounded impact of recent healthcare, economic, and societal changes brought precipitant shifts in consumer behavior and marketer spending, which recalibrated the brand/agency relationship. As brands grapple with rebuilding in this new normal, agencies must be resilient and innovate to support their clients and emerge stronger than before. While the landscape will continue to change, an agency’s first priority remains constant: It must deliver inspired work that resonates with consumers and drives business results for clients. To explore this topic, Google and 4A’s commissioned Forrester Consulting to understand how agencies can navigate these new waters and seize new opportunities.
Download Google AotF US Executive Summary