Keith   Johnston

Keith Johnston

VP, Research 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, Research 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 CMO Professionals

    REPORT: Predictions 2018: The CMO Bar Rises With More Pressure For Growth

    Customer Obsession Disrupts Any Remaining CMO Complacency

    November 6, 2017Keith Johnston, Dipanjan Chatterjee, James L. McQuivey, Drew Green

    Customer obsession is the foundation of organizational success in 2018. This sets the stage for CMOs to step up as a leader of growth or quietly cede influence to another C-suite member, such as a chief growth officer. With customers craving close connections, the data floodgates opening, and talent in constant short supply, CMOs will remodel their organizations and strategies to stimulate one thing in particular — growth.

  • For CMO Professionals

    REPORT: The End Of Advertising As We Know It

    CMOs Should Shift Billions From Ad Interruptions To Branded Relationships

    May 2, 2017 James L. McQuivey, Keith Johnston

    People love to hate advertising, yet this annoying feature of modern life has funded the global economy more effectively than any other source. But that's changing. Society doesn't need advertising like it used to. People have less time for interruption-driven media. At the same time, they are putting more trust in intelligent agents to guide their decisions. This report outlines how top CMOs will unravel the final threads of advertising as we know it, taking as much as $2.9 billion away from display advertising in the next year.

View all of Keith Johnston's Research

Clients Who Work With Keith Johnston Also Work With:

View all related analysts