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Chris Stutzman

Vice President, Principal Analyst serving CMO & Marketing Leadership PROFESSIONALS

Chris serves CMO & Marketing Leadership Professionals as well as agency leaders. He is a leading expert on modern brand strategy, digital-era advertising, and the evolving agency landscape.

Previous Work Experience

Chris has more than 17 years of experience in management consulting and advertising. He helps marketers navigate emerging media and technology, transform their advertising strategy, and adapt their organizations for the digital age. Clients such as Facebook, L'Oreal, Kraft Foods, HP, and IBM have turned to Chris for his thought leadership. Additionally, he has worked across a broad spectrum of agencies — including holding companies such as Omnicom and WPP, network agencies such as JWT and DDB, and digital agencies such as Digitas, Rosetta, VML, and Blast Radius — to improve their strategic capabilities, competitive positioning, and new business strategies.

Prior to Forrester, Chris worked in advertising for more than eight years, developing brand strategies and discovering breakthrough consumer insights for clients such as Mars, Michelin, Novartis, and Wachovia. Chris started his career as a management consultant for Accenture, where he developed customer experience and marketing technology strategies for clients such as AT&T and Bell South.

Chris is a member of The Wharton School's Future of Advertising project. He is also a regular contributor to industry publications and events, including Advertising Age CMO Strategy and the ANA.


Education

Chris received an M.B.A. from Duke University and a B.A. in English from Bucknell University.

Research Coverage:

Adaptive Brand Marketing, Advertising, Advertising Agencies, Brand Tactics, Branding, Consumer Promotion, Marketing Communications, Marketing Executive Leadership, Marketing Messaging, Marketing Organization & Culture, Marketing Organizational Structure, Marketing Talent Management

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18 results in Reports

  • Peter Wannemacher
  • Consumer Technographics

  • For eBusiness & Channel Strategy Professionals

    Report:The ROI Of Mobile Investing And Mobile Trading

    Making The Business Case For Mobile Efforts At Wealth Management Firms

    Bill Doyle, Peter WannemacherNovember 16, 2011

    Mobile has become a high priority for eBusiness teams at wealth management and investment firms. In the US, the proportion of online adults who use the mobile channel to manage their investments rose...

    • Downloads: 618

  • For eBusiness & Channel Strategy Professionals

    Report:What Financial Functionality US Consumers Want On Mobile Devices

    Nail The Basics To Quickly Expose The Value Of The Channel

    Emmett Higdon, Peter WannemacherJuly 12, 2010

    In the US, adoption of mobile financial services is rising: 11% of US online adults are now mobile bankers and 7% of those with investment accounts are mobile investors, although just 3% of online...

    • Downloads: 1326

  • For eBusiness & Channel Strategy Professionals

    Report:How Canadian Banking Customers Use Different Channels

    ABMs And The Web Are Now The Two Most Commonly Used Channels

    Brad Strothkamp, Peter WannemacherNovember 10, 2010

    Just as it has in other countries, the rise of online banking has changed the way Canadians conduct banking activities. Automated banking machines (ABMs) are the most widely used banking channel on a...

    • Downloads: 579

  • For eBusiness & Channel Strategy Professionals

    Report:eBusiness Leaders Should Use The Web To Target Small Businesses Shopping For Financial Products

    One-Third Of Small Business Owners Research Financial Services Products Online

    Peter Wannemacher, Brad StrothkampApril 12, 2011

    Three in four small business owners have used the Internet for at least one banking activity in the past year. But which channels do owners use to shop for the financial products they use for their...

    • Downloads: 415

  • For eBusiness & Channel Strategy Professionals

    Report:eBusiness Teams' Two Paths To Cross-Channel Measurement Success

    In The Long Term, Cross-Channel Measurement Is An Enterprisewide Concern, But In The Near Term, eBusiness Must Act Now

    Peter WannemacherApril 11, 2013

    eBusiness and channel strategy professionals have a lot on their plates these days: Consumers are moving across channels for sales and service, spanning digital touchpoints like Twitter and public...

    • Downloads: 201

  • For eBusiness & Channel Strategy Professionals

    Report:eBusiness Leaders: It's Time To Take Financial Service Comparison Web Sites Seriously

    Usage Is Rising Driven By First-Time Users And Younger Generations

    Brad Strothkamp, Peter WannemacherJune 29, 2010

    In 2009, 21% of financial product online applicants — more than 50 million Americans — used a third-party online comparison Web site, and 36% of these applicants did so for the first...

    • Downloads: 503

  • For eBusiness & Channel Strategy Professionals

    Report:US Consumers Continue To Show Limited Interest In Mobile Payments

    Consumer Interest Is Rising Slightly, But Mainstream Adoption Is Still Far Off

    Emmett Higdon, Peter WannemacherAugust 27, 2010

    In the US, adoption of mobile payments has been virtually nonexistent, although interest is starting to notch upward. Today, 18% of US online adults express interest in mobile payments, and yet less...

    • Downloads: 1211

  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Mobile Banking 2012

    Landscape: The Mobile Banking Strategy Playbook

    Benjamin Ensor, Tiffani Montez, Peter WannemacherAugust 13, 2012

    Mobile banking continues to gather momentum across developed countries, fueled by rising smartphone use and the steadily improving supply of mobile banking from banks in North America, Europe, and...

    • Downloads: 1516
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:The ROI Of Mobile Banking

    By-The-Numbers Business Case Is Lukewarm Today, But Advanced Functionality And Elusive Benefits Suggest Greater Returns Lie Ahead

    Alexander Hesse, Brad Strothkamp, Peter WannemacherMay 10, 2011

    Consumer adoption of mobile banking has accelerated over the past few years. In the US, the proportion of online adults who are mobile bankers has quadrupled from 4% in 2006 to 16% at the end of...

    • Downloads: 1276
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:US Bankers Want More From Digital Banking

    Basics Cut It Online But Bankers Demand More From Mobile Banking

    Brad Strothkamp, Peter WannemacherApril 30, 2012

    Digital bankers — online, mobile, or tablet bankers — use basic account features like account balances and transaction histories and find them important. But our analysis of digital...

    • Downloads: 600

  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Canadian Mobile Financial Services: 2011

    Adoption Of Mobile Banking Is Heating Up And Portends Future Use Of Mobile Investing And Insurance Services

    Brad Strothkamp, Peter WannemacherAugust 10, 2011

    Most of the "big five" banking providers have now launched mobile offerings, and clients are responding. Consumer adoption of mobile banking in Canada has risen sharply from just 1% in 2008 to 9% at...

    • Downloads: 683

  • For eBusiness & Channel Strategy Professionals

    Report:The Web Is The Critical Channel For Serving Small Business Banking Customers

    eBusiness Executives Should Focus On Web Site Functionality For Support

    Brad Strothkamp, Peter WannemacherAugust 24, 2010

    Small business owners know a lot about their businesses, but they often know little about how to best manage the financial aspects of those businesses. As these small businesses grow, banks can build...

    • Downloads: 719

  • For eBusiness & Channel Strategy Professionals

    Report:Mobile Channel Strategy: An Overview

    How eBusiness Leaders Should Approach Mobile As A Sales And Service Channel

    Peter Wannemacher, Carrie JohnsonJune 2, 2011

    Across the globe, the mobile channel is growing at a rapid rate. eBusiness and channel strategy leaders at B2B and B2C firms are at the forefront: 94% of eBusiness managers we surveyed are either...

    • Downloads: 2177

  • For eBusiness & Channel Strategy Professionals

    Report:How Canadian Insurance Customers Use Different Channels

    Ellen Carney, Peter WannemacherAugust 24, 2010

    Canadians still use the phone as their primary channel for insurance. In fact, the phone was the only channel used by a majority of online Canadian insurance customers in the past year, while fewer...

    • Downloads: 549

  • For eBusiness & Channel Strategy Professionals

    Report:What Drives Retention And Sales In US Banking?

    Using Regression Modeling To Better Understand The Drivers Of Acquisition, Retention, And Cross-Selling In Banking

    Gina Sverdlov, Peter WannemacherOctober 18, 2012

    In 2012, the age of the customer is in full swing. Gone are the days when companies could simply offer their services and customers could choose to take them or leave them — today, companies...

    • Downloads: 436
    • Comments: 1

  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Mobile Investing

    Bill Doyle, Peter WannemacherFebruary 16, 2011

    Mobile is the hot channel these days. A number of investment firms have developed mobile apps, and many offer dedicated mobile Web sites. Consumer adoption is ticking up: Today, 11% of investors are...

    • Downloads: 956
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:How US Banking Customers Use Different Channels

    Emmett Higdon, Peter WannemacherJuly 26, 2010

    The percentage of US adults who bank online has risen from 51% in 2005 to 59% today. This steady growth has changed the way customers use other channels like branches, automated teller machines...

    • Downloads: 1323

  • For eBusiness & Channel Strategy Professionals

    Report:The State Of US Mobile Banking: 2011

    Mainstream Adoption Hinges On Issues With Value, Security, And Support

    Alexander Hesse, Brad Strothkamp, Peter WannemacherMay 10, 2011

    Mobile banking adoption continues to gather momentum in the US, fueled by strong consumer appetite for smartphones and banks' burgeoning supply of new mobile banking applications, websites, and...

    • Downloads: 1491
 
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