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™: Full-Service Media Agencies, Q1 2019

    The Nine Media Agencies Under $20 Billion And How They Stack Up

    March 14, 2019Jay Pattisall

    In our 26-criterion evaluation of full-service media agencies, we identified the nine most significant firms — Assembly, dentsu X, Hearts & Science, Horizon Media, Initiative, Mediahub, PHD, Spark Foundry, and Vizeum — and researched, analyzed, and scored them. This report shows how each agency measures up and helps CMOs select the right one for their needs.

  • For CMO Professionals

    REPORT: B2B Marketing Agencies, North America, Q1 2019

    Forrester's Overview Of 39 Service Providers Serving B2B Marketers

    February 8, 2019Jay Pattisall, Laura Ramos

    You can use B2B marketing agencies to supplement your resources with leading expertise; elevate your creative and content; and drive value from data, analytics, and martech investments. But to access these benefits, you first have to select from a diverse set of agencies that vary by size, capability, and B2B focus. B2B CMOs should use Forrester's Now Tech report to understand the value they can expect from a B2B marketing agency and select agency partners based on size and functionality.

  • For CMO Professionals

    REPORT: Unleash The Potential Of In-House Agencies

    CMOs: Mature Your In-House Agency By Investing In Its Success

    November 13, 2018Jay Pattisall, Drew Green

    The stereotypes surrounding in-house agencies stand in their way of being the vital marketing partners that CMOs need. Forrester's partnership and joint survey with the In-House Agency Forum (IHAF) reveals that in-house agencies are overworked, under-resourced, and underappreciated — and CMOs are complicit. Read this report to understand why maturing your in-house agency strategy is a necessary marketing investment.

  • For CMO Professionals

    REPORT: Predictions 2019: CMO

    Branding Brings Oomph To Differentiate CX

    November 5, 2018 Keith Johnston, Thomas Husson, Jay Pattisall, James L. McQuivey, Shar VanBoskirk, Dipanjan Chatterjee

    Marketing needs a boost of energy, but it won't come from purely provocative ads or some cool new technology. In the age of the customer, the best source of energy for a brand is the customer. As organizations continue their transformations toward more customer-obsessed practices, 2019 will be the year when CMOs prioritize strategies that ignite and harness their customers' energy to reinvigorate marketing.

  • 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.

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