By Mark Bell

The Q4 2014 Forrester Wave Report highlighted the increasingly important role agencies are playing in digital business transformation: helping CMOs ‘to move quickly, access deeper market insight and take measured risks’ in order to best use technology to drive value for their customers.

So, to provide value to clients, agencies need not only to have innovative technology skills, but also the ability to operate faster than their clients’ organisations and to make sense of the data those organisations are sitting on.

It’s this latter skill that is pivotal, in my view. Too often, ‘innovation’ seems to be an excuse to play with Read full story ›

Source: The Drum