• Adweek , Friday, February 8, 2008 11 AM

Big ad shops aren't equipped to handle the ever-changing media marketplace like they used to, says Forrester. In a new report, the research firm paints a grim view of the current state of advertising, because consumers simply aren't paying attention to the messages marketers are producing.

Forrester says the future belongs to the so-called "connected agency" that understands and operates in certain communities, rather than marketing disciplines. Pushing messages to certain groups of people--by understanding those people--would encourage them to engage with the brands most suited to them. The conversation--the latest holy grail of the ad business--would then replace the ad campaign.

It all sounds very utopian, but the point Forrester makes is that technology and consumer habits are shifting rapidly, consumers are tuning out ads because they don't trust marketers, and agencies are behind the ball. The "conversation" is out there to be had, but the "how to" part is up to the agencies.

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