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Keith   Johnston

Keith Johnston

VP, Group Director Serving CMO Professionals

Keith leads Forrester's research group serving the chief marketing officer in the company/brand shift to customer obsession. His team focuses on the most pressing issues for today's CMOs in the age of the customer, including strategy, growth, leadership, business and operational practices, the changing consumer relationship, and technology. The CMO team also leverages its considerable expertise to provide advisory and consulting services to clients.

Previous Work Experience

Keith draws from more than 20 years of experience producing marketing and advertising for some of the world’s biggest brands. He is a multifaceted leader with expertise spanning creative, strategy, media, production, technology, and agency management. Before joining Forrester, Keith was chief operations officer for Austin-based T3, ranked as a top firm in the “The Forrester Wave™: Innovation Agencies, Q4 2014” report. He joined T3 from the San Francisco Bay Area, where he led digital efforts at Butler, Shine, and Stern & Partners for clients such as MINI, Priceline, and Columbia Sportswear. Prior to that, Keith was MullenLowe’s first integrated production executive, spearheading the development of its digital media and interactive creative capability. In addition, Keith has extensive experience in design management, consulting, and leading operational change.

Keith’s early career began as an award-winning artist and director creating broadcast branding for PBS, Discovery, Comcast, and MTV before making the transition to advertising largely in the automotive category, where he produced some of that industry’s first online experiences.

Education

Keith has a BFA from the Savannah College of Art and Design, where he also served as a professor. He was an adjunct professor at George Washington University and Northeastern University, and he has presented at SXSW, Mobile Media Summit, 4As Create Tech, SIGGRAPH, ANA, IxDA, and APPNATION.

Keith Johnston

VP, Group Director Serving CMO Professionals

Keith leads Forrester's research group serving the chief marketing officer in the company/brand shift to customer obsession. His team focuses on the most pressing issues for today's CMOs in the age of the customer, including strategy, growth, leadership, business and operational practices, the changing consumer relationship, and technology. The CMO team also leverages its considerable expertise to provide advisory and consulting services to clients.

Previous Work Experience

Keith draws from more than 20 years of experience producing marketing and advertising for some of the world’s biggest brands. He is a multifaceted leader with expertise spanning creative, strategy, media, production, technology, and agency management. Before joining Forrester, Keith was chief operations officer for Austin-based T3, ranked as a top firm in the “The Forrester Wave™: Innovation Agencies, Q4 2014” report. He joined T3 from the San Francisco Bay Area, where he led digital efforts at Butler, Shine, and Stern & Partners for clients such as MINI, Priceline, and Columbia Sportswear. Prior to that, Keith was MullenLowe’s first integrated production executive, spearheading the development of its digital media and interactive creative capability. In addition, Keith has extensive experience in design management, consulting, and leading operational change.

Keith’s early career began as an award-winning artist and director creating broadcast branding for PBS, Discovery, Comcast, and MTV before making the transition to advertising largely in the automotive category, where he produced some of that industry’s first online experiences.

Education

Keith has a BFA from the Savannah College of Art and Design, where he also served as a professor. He was an adjunct professor at George Washington University and Northeastern University, and he has presented at SXSW, Mobile Media Summit, 4As Create Tech, SIGGRAPH, ANA, IxDA, and APPNATION.

Keith Johnston's Research

Most RecentMost Popular
  • For Customer Experience Professionals

    REPORT: Case Study: Navy Federal Credit Union's Great Employee Experience Drives Great CX

    The Success Secrets Behind The Leading Company In Forrester's Customer Experience Index

    March 17, 2020Keith Johnston, Nick Monroe

    Being a repeat leader in Forrester's Customer Experience Index (CX Index™) makes you a company that others want to learn from and emulate. So how does Navy Federal Credit Union — the world's largest credit union — create, execute, and sustain its award-winning member experience? This case study shares best practices from Navy Federal Credit Union's ongoing efforts to maintain exceptional customer experience.

  • For CMO Professionals

    REPORT: Modern Employee Experience Practices Are Table Stakes For The Customer-Obsessed Firm

    Executive Overview: The Employee Experience Playbook

    November 15, 2019Keith Johnston, Nick Monroe

    The time has come for businesses to retire ineffective employee experience (EX) practices and develop EX programs that attract, retain, and cultivate the modern worker. This playbook helps employers identify and implement meaningful EX initiatives that will allow them to both differentiate in a crowded marketplace for talent and put employees in the best position possible to drive business results.

  • For CMO Professionals

    REPORT: Predictions 2020: Agencies

    The Cumulation Of Many Pressures Forces Agencies To Upgrade

    October 29, 2019 Jay Pattisall, Keith Johnston, Thomas Husson, Collin Colburn, Joanna O'Connell, Bret Sanford-Chung, J. P. Gownder

    CMOs' demand for higher-performing campaigns and experiences will compel agencies to finally embrace their own transformation. In 2020, agencies will either reassemble their process, workforce, and capability to amplify audiences, activate campaigns, and build experiences with results or find themselves falling further into irrelevance.

  • For CMO Professionals

    REPORT: Predictions 2020: CMO

    CMOs Must Establish A Span Of Control Before Their Purpose And The CMO Title Itself Are Dissolved

    October 28, 2019Keith Johnston, Shar VanBoskirk, Anjali Lai, Thomas Husson, Dipanjan Chatterjee, Jay Pattisall, James L. McQuivey, Samuel Stern, Nick Monroe

    It's been 20 years since the digital era transformed the CMO role from a long-term brand-building growth captain to a quarter-disciplined and data-focused operator. This painful transition has caused some of the world's biggest brands to wholly eliminate marketing's most coveted title. Although Forrester is not foretelling an end to the CMO role, we do see a stage set for a desperate fight for survival. Read our inaugural predictions to learn how CMOs must establish a span of control in the name of customer value before the purpose of the CMO and the title itself are dissolved.

  • For CMO Professionals

    REPORT: Four Steps To Establish An Innovative Marketing Function

    The Strategy Report In The Marketing Innovation Playbook

    October 28, 2019Keith Johnston

    True marketing innovation focuses on evolving from staid, traditional marketing approaches to a new worldview that prioritizes solving customer problems over promoting product. To do this, you must pivot your marketing function's mindset, process, talent, and insights. The question is how and how fast? This report details four steps that will help CMOs determine the right strategy for establishing an innovative marketing function that will lead customer obsession at their firms. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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