The Marketing Agency Blueprint Chapter 2 Now Available for Download

September 28, 2011

Written by PR 20/20 founder and CEO Paul Roetzer, Wiley book presents 10 rules for building tech-savvy, hybrid agencies.

CLEVELAND — Chapter 2 of The Marketing Agency Blueprint (Wiley, December 2011) has been released as a free PDF download with no required registration. The chapter — Transform into a Hybrid — details how agencies must evolve to remain relevant and thrive.

“Hybrid agencies will come to rule the marketing world. These emerging leaders are tech savvy, offer integrated services, hire and retain versatile talent, and profit from diversified revenue streams. They thrive on change, and continually apply shifts and advances in technology to strengthen their businesses, evolve their services, and deliver greater value to clients.”

The chapter also defines six agency classifications — disruptors, traditionalists, softservers, specialists, connectors and soloists — and lays the foundation for the development of a more open and collaborative agency ecosystem. Key concepts include:

  • Hybrid agencies are able to build more scalable models that largely operate in the cloud and capitalize on advances in online communications and mobility.
  • Agencies that understand technology trends and innovations are better equipped to adapt their own business models, increase efficiency and productivity, and evolve client campaigns.
  • Successful agencies must be able to adapt, deliver measurable results, and develop professionals capable of providing services across multiple disciplines.

Visit The Marketing Agency Blueprint online to download the free chapter.