The Evolving Role of the Marketing Agency

[:en]2015_06_f2By Patrick Boulard, Managing Partner, Axellium and COO, Internet Marketing Association

The evolving role of the agency has been a topic of discussion for some time as the marketing function continues to grow in strategic importance, and the complexities associated with planning, executing and analyzing marketing initiatives keep increasing.

We asked IMA Members and Partners to share with us some of their views on the roles and responsibilities that agencies are or should be playing. The answers are in the report.

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