BtoB Magazine: Interactive agencies ramp up services
Excerpted from the April 7, 2008 edition of BtoB Magazine.
Another important area in which interactive agencies are expanding is strategic consulting, where they are serving more as a partner with clients to help them identify business objectives and determine how best to meet them.
Tocquigny, runner-up in the interactive agency category, provided more strategic consulting services for clients last year.
“One of the things that we noticed to be significantly different [in 2007] versus past years is the degree to which our clients are embracing, and are hungry for, strategy and insight,” said Yvonne Tocquigny, CEO of Tocquigny, Austin, Texas. “That part of our business has blossomed this past year. We’ve had a closer partnership with most of our clients because of that than we have experienced in years past.”
Tocquigny provided strategic consulting to new client MessageLabs, for example, helping the Web services provider define customer segments and developing an integrated marketing program to reach them, with a strong focus on testing and measurement.