On a regular basis, we survey Marketers individually for input that establishes benchmarks on how their current agency is performing.

One of the questions asks Marketers to assess the ability their agency exhibits in keeping pace with the evolution of digital marketing.   With only 47% of Marketers saying their agency is ahead of the “digital curve”, a lot of agencies are not keeping up.

Mountain Goat chart cropped

We hear it all the time from Marketers: they want their agencies to be “nimble and agile”.  It’s a commonly expressed desire that arches over a lot of marketing ground, including but not limited to:

  • Technology
  • Communication strategy
  • Ever evolving and emerging media
  • Analytics


So why is being “like a mountain goat” important to Future-Proofing your agency? 

Our Infographic, 8 Animal Traits You Need to Future Proof your Agency, recognizes Mountain Goats for being agile and nimble.  They can often be seen scaling seemingly vertical walls.

Of course this is physical agility; in our world it’s the intellectual, creative and even emotional agility that’s critical.

Just a few ways to keep intellectual and technical muscle in your firm nimble are:

  • engaging with industry thought leaders.
  • reading material from within and outside the industry.
  • taking classes and workshops.


And staying creatively and emotionally nimble?  Again, reading, classes, workshops.  Also important: supporting your team in healthy habits.  Great nutrition, regular exercise and adequate sleep are keys to staying at the top of the game.

Just like the habitat of the Mountain Goat, our industry often seems to present one vertical wall after another.

Scale those walls by future-proofing your agency.

Be agile. Be nimble.


Mark is a 30-year veteran of the consumer packaged goods, advertising, and marketing service industry. Mark started his career at DDB Needham in Chicago prior to earning his MBA from the J.L. Kellogg Business School at Northwestern where he majored in Marketing and Economics. Prior to starting RSW/US in 2005, Mark was General Manager for AcuPOLL, a global research consultancy. Sneider worked in Marketing for S.C. Johnson and KAO Brands. Sneider has been invited to speak at numerous Agency events and network conferences domestically and internationally including the 4A’s, Magnet, NAMA, TAAN, and MCAN. Sneider has been featured in prominent industry publications including Adweek, Media Post, e-Marketer, and Forbes. When not working (which often seems like not often), Mark likes to run miles, go to church, and just chill with a hard copy issue of Fast Company.