Forrester reports the obvious

Last time it was the digital shops taking a beating from Forrester Research for their supposed inability to lead client brands. Now Forrester's saying it's ad agencies that "need to reboot," according to Adweek.

This is news?

On the one hand, I completely, totally, absolutely agree with Mary Beth Kemp and Peter Kim's assessment. Marketers need to partner with agencies that listen instead of shout. It's about shifting from "making messages to nurturing consumerconnections; from delivering push to creating pull interactions; andfrom orchestrating campaigns to facilitating conversations." Amen.

I'm just wondering why anyone would pay $279.00 for insights that have been available for years now. The answer is obvious:  When Forrester talks, people listen. Right?

I wonder if they really will.