London - 17 April, 2012

A new report published today looks at how agencies are evolving to survive in a marketplace characterised by fast-changing digital technology and a deluge of data.

The Progression of Agency Value: Developing a Model for Agency Maturity in a Digital World report, published by Econsultancy in association with Adobe, looks at how agencies are adapting their business models and internal processes.

The 59-page report, written by renowned digital consultant and speaker Neil Perkin, contains a model for agency maturity incorporating four key component areas: data, technology, skills and culture.

Conducted through a series of in-depth interviews with a broad range of senior agency contacts across Europe, the report’s aim is to provide better intelligence on how agencies are responding to marketplace challenges and creating value for clients.

According to Perkin: "A shift away from traditional practice defined by one-way, campaign-driven messaging towards the creation of more complex, two-way, participative platforms and experiences is bringing new challenges and compelling agencies to change the way they work with clients and evolve their use of technology.

"As the number of devices, channels and customer touchpoints explodes, involving more diverse use of owned and earned media assets as well as paid media, this requires a shift from delivering services, towards staging experiences, and eventually to guiding transformations for clients."

Bill Rusitzky, VP, Global Strategic Alliances, Adobe Systems, said: “We commissioned Econsultancy to research European agencies to understand the effects of digital marketing on their business models and their relations with clients. This research is part of an ongoing effort to understand market dynamics, the business of our partners and to feed these insights back to the global agency community.”

Report URL:

In order to download a complimentary summary of the Progression of Agency Value report courtesy of Adobe, please visit:

In order to download the full version of the report, please visit the Econsultancy website

Media contact:

Linus Gregoriadis, Research Director, Econsultancy
e: linus.gregoriadis AT
t: 0207 269 1465

About Econsultancy

Econsultancy is the leading source of independent advice and insight on digital marketing and e-commerce. Our reports, events, online resources and training programmes help a community of over 120,000 registered marketers make better decisions, build business cases, find the best suppliers, look smart in meetings and accelerate their careers.

Econsultancy is an award-winning online publisher of reports covering best practice, user experience benchmarking, market data, trends and innovation, and supplier selection aimed at digital professionals that want practical advice on all aspects of e-business.

The Econsultancy site now attracts 400,000 unique users per month where they access research, read the blog and take part in discussions in the forums. And as a portal to the digital marketing community, Econsultancy members can also link up with other members and digital suppliers through our directories, as well as find a new job or new digital talent using the job listings.

Some of Econsultancy's client-side members include: Google, Yahoo, MSN, MySpace, BBC, BT, Shell, Vodafone,, Dell, Oxfam, Virgin Atlantic, TUI, Barclays, Carphone Warehouse, IPC Media, Deloitte, T-Mobile and Estée Lauder.
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Published on: 10:00AM on 17th April 2012