Jay   Pattisall

Jay Pattisall

Principal Analyst Serving CMO Professionals

Jay is a principal analyst serving CMOs. He is Forrester’s expert on agencies, providing perspective and clarity to help marketing executives make sense of the cluttered and ever-changing agency marketplace. Jay leads research on the future of the agency sector and current best practices that challenge conventional thinking and enable CMOs to develop more valuable relationships among their agencies, brands, and customers.

Previous Work Experience

Jay draws from 20 years of experience in advertising and digital marketing, creating marketing and advertising for large global and national brands. Jay’s expertise includes brand, communication and digital strategy, client engagement, and agency management. Prior to joining Forrester, Jay was vice president group director for DigitasLBi; director of strategy for Anthem Worldwide; and strategy director for Butler, Shine, Stern & Partners. He led strategy for brands such as General Motors, Goodyear Tire, Lenovo, A/B InBev, RadioShack, and MINI USA. Jay also has extensive experience in qualitative and quantitative market research.

Education

Jay earned a Bachelor of Arts from Randolph-Macon College and a Master of Science studying mass communication from Virginia Commonwealth University.

Jay Pattisall

Principal Analyst Serving CMO Professionals

Jay is a principal analyst serving CMOs. He is Forrester’s expert on agencies, providing perspective and clarity to help marketing executives make sense of the cluttered and ever-changing agency marketplace. Jay leads research on the future of the agency sector and current best practices that challenge conventional thinking and enable CMOs to develop more valuable relationships among their agencies, brands, and customers.

Previous Work Experience

Jay draws from 20 years of experience in advertising and digital marketing, creating marketing and advertising for large global and national brands. Jay’s expertise includes brand, communication and digital strategy, client engagement, and agency management. Prior to joining Forrester, Jay was vice president group director for DigitasLBi; director of strategy for Anthem Worldwide; and strategy director for Butler, Shine, Stern & Partners. He led strategy for brands such as General Motors, Goodyear Tire, Lenovo, A/B InBev, RadioShack, and MINI USA. Jay also has extensive experience in qualitative and quantitative market research.

Education

Jay earned a Bachelor of Arts from Randolph-Macon College and a Master of Science studying mass communication from Virginia Commonwealth University.

Research Coverage

Jay Pattisall's Research

Most RecentMost Popular
  • For CMO Professionals

    REPORT: The Forrester Wave™: Global Media Agencies, Q3 2018

    The Eight Largest Media Agencies And How They Stack Up

    September 17, 2018Jay Pattisall

    In our 23-criterion evaluation of global media agencies, we identified the eight largest — Carat, MediaCom, Mindshare, OMD, Starcom, UM, Wavemaker, and Zenith — and researched, analyzed, and scored them. This report shows how each agency measures up and helps CMOs and media professionals make the right choice during their next review.

  • For CMO Professionals

    REPORT: Agency Holding Companies Need A Brave New Business Model

    The CMO Growth Agenda Forces Agency Holding Companies To Rearchitect Their Raison D'être

    August 14, 2018Jay Pattisall, Ted Schadler

    The CMO/agency relationship is at risk. Brands are turning to in-house agencies; company growth agendas bring in CIOs and other business stakeholders; ad budgets face constant pressure; and consultancies are swooping in to take high-margin experience technology services. Our conversations with CMOs and agency holding company CEOs show that agencies need a new business model that puts the client at the center, elevates new services, and blends creative entrepreneurialism with new executional prowess. We've identified a path back to partnership.

  • For CMO Professionals

    REPORT: Media Agencies, Global, Q3 2018

    Forrester's Overview Of 34 Media Agency Partners

    August 3, 2018Jay Pattisall, Joanna O'Connell

    Media agencies wield buying power, leverage cutting-edge expertise, and broaden marketers' knowledge and perspective. But to access these benefits, you first have to select from a diverse set of agencies — agencies that vary by size, functionality, geography, and vertical market focus. CMOs should use this report to understand the value they can expect from media agencies and select the right ones based on size and functionality.

  • For CMO Professionals

    REPORT: Make Your In-House Agency Your Digital Agency

    Kick-Start Your Digital Strategy With A Blended Agency Model

    May 3, 2018Jay Pattisall

    Outsourced digital marketing expertise deprives CMOs of transparency and control of customer relationships. In-house agencies have emerged as an important resource to orchestrate marketing decisions. Read this report to learn why insourcing digital marketing is paramount to successful marketing.

  • For B2C Marketing Professionals

    REPORT: Consultancies Change The Game For Agencies And Marketers

    Adapt By Transforming Your Agency Management Approach

    January 30, 2018Jay Pattisall

    Global consultancies have entered the agency marketplace. Why should marketers care? Because these new entrants bring skills and a model that disrupts the marketing game for agencies and marketers alike. B2C marketers in large enterprises must anticipate these changes and adapt quickly to lead their marketing organization's response. Read this report to learn how.

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