Jay Pattisall

VP, Principal Analyst

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CMOs: Advancing From GenAI Pilots To Proficiency Doesn’t Come Easy

Jay Pattisall 16 hours ago
As the initial awe surrounding generative AI (genAI) fades, marketers must navigate a more pragmatic phase of genAI adoption. The first step is to understand adoption roadblocks and how to avoid them.
Blog

Super Bowl LVIII: Ratings, Rivalry, Love, And Advertising

Jay Pattisall February 6, 2024
$5.6 million. $6.5 million. $7.2 million. As the price of a 30-second Super Bowl spot increases roughly 10% annually, brands and marketers question the value of the media and production costs to show up in advertising’s premiere showcase. In hindsight, this year’s answer is clearer, with audience numbers forecasted to exceed the record of 115 […]
Blog

Brands And PR Agencies Contend With Today’s Culture Wars

Jay Pattisall January 31, 2024
Given today’s heightened polarization, what role will PR agencies play in guiding corporate brands? We hypothesize three key elements are fundamental to crisis and reputation services.
Blog

Predictions 2024: The AI Era Accelerates Agencies From Services To Solutions

Jay Pattisall October 31, 2023
Agencies will take full advantage of AI in 2024 and build custom “brand language models.” But fear of mismanagement will read to an increase in reviews. Learn more about what will shape the agency world in 2024.
Blog

Hollywood Strikes Spark AI Negotiations In Every Creative Industry

Keith Johnston October 5, 2023
Learn how the outcome of the Hollywood strikes could set a precedent for other creative industries grappling with the impact of AI.
Blog

AI Advertising Is An Economic Multiplier, Provided You Own It

Jay Pattisall August 22, 2023
Marketers looking for cost savings from AI advertising should rethink it in the wake of a new decision upholding human authorship.
Blog

Generative AI Revolutionizes Marketing Creativity

Jay Pattisall June 1, 2023
Lean into generative AI to make marketing smarter, production faster, and creators more inspired.
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Ditch The Pitch: $12.5 Billion Per Year Is Spent On A Dysfunctional Agency Review Process

Jay Pattisall May 8, 2023
A lengthy, dysfunctional review process costs agencies and their clients $12.5 billion per year. It’s time to change agency selection.
Blog

Publicis Groupe Brings Substance To Super Bowl LVII Commercials

Jay Pattisall February 13, 2023
Super Bowl LVII was full of firsts. The first Super Bowl matchup between two Black starting quarterbacks The first Super Bowl sibling rivalry, between Jason and Travis Kelce The first Super Bowl military flyover piloted by seven female naval aviators The first Super Bowl commercial debut by an agency holding company Global advertising firm Publicis […]
Blog

Generative AI, Like ChatGPT, Won’t Destroy Creativity. It’ll Save It.

Jay Pattisall January 13, 2023
Generative AI has made the creative industry uneasy. Yet combined with human ingenuity, the technology's potential is enormous.
Blog

Get Ready For The B2B Marketing Agency Gold Rush

John Arnold November 17, 2022
The in-house B2B marketing trend of the past few years — expanding in-house agencies, centers of excellence, and shared services — has peaked. Fifty-nine percent of B2B marketing decision-makers now say that they are planning to increase marketing spend on outsourced services. This new investment mindset, combined with macro and micro economic factors, has sparked […]
Blog

Predictions 2023: Agency Culture — Both Superpower And Achilles’ Heel — Is About To Change

Jay Pattisall October 27, 2022
Marketing agencies’ infamous environment – both vibrant and toxic – is decisively undergoing a cultural makeover in how workers work.
Blog

The Agency Landscape Converges On Frictionless Partner Models

Jay Pattisall August 11, 2022
As CMOs turn to a frictionless marketing partner models Forrester evaluates the 10 top providers of integrated marketing.
Blog

The Intelligence Revolution Takes Hold In Marketing Creativity

Jay Pattisall July 25, 2022
The rise of data intelligence in the creative process will be as transformative as the creative advertising revolution of the 1960s.
Blog

Media Is The Flywheel For Integration And Growth

Jay Pattisall July 13, 2022
Are Integrated Agency Relationships The Way Of The Future? Many indicators point to “yes.” CMOs Want Integration Intrigued by the potential lift from integrated marketing solutions, CMOs are changing the nature of their agency relationships to be more connected and improve marketing impact. Our research shows that nearly two in five CMOs will restructure their […]
Blog

A Booming Advertising Talent Market Illustrates The Belated Agency Transformation

Jay Pattisall July 12, 2022
Advertising industry growth has not yet stalled, counter to the misguided headlines. Despite rising inflation, concern for recession, and agency and tech company layoffs, US advertising industry job growth remains strong. According to the US Bureau of Labor Statistics (BLS), advertising and related services added 3,800 jobs in June, while the total US jobs market […]
Blog

The EU Strikes Again As A Global Leader In Mindful Media: Updated “Code Of Practice On Disinformation”

Kelsey Chickering June 28, 2022
The EU announced an updated Code of Practice on Disinformation, aimed at combating the online spread of disinformation via regulatory measures, including “demonetizing the dissemination of disinformation.” Forrester’s research shows that the monetization of disinformation is a vicious cycle in which the ad supply chain infrastructure supports and funds — often inadvertently — the spread […]
Blog

Have We Run Out Of Super Bowl Ideas?

Jay Pattisall February 16, 2022
There was an abundance of A-list talent in last Sunday night's ads, but an absence of A-list ideas. It's time to think about how to differentiate.
Blog

The Super Bowl Makes A Comeback In 2022

Jay Pattisall February 10, 2022
Last Years’ Super Bowl Fizzled The Super Bowl is due for a comeback, as the luster of “the big game” has waned over time. Last year’s viewership, originally reported at 92,000,000, was the smallest Super Bowl audience since 2007 — an audience that has dropped steadily since 2015, when a record 114,000,000 Americans tuned in. […]
Blog

Why Holding Companies Matter More Than Agencies

Jay Pattisall January 11, 2022
CMOs’ Agency Buying Behavior Signals More Centralized Global Marketing Solutions To Come In 2021, seven major agency reviews worth over $7 billion went to integrated, centralized global marketing teams. Cigna Health, Coca-Cola, Facebook, Mercedes, Philips, Planet Fitness, and Walmart each ran agency reviews in 2021 resulting in hiring a global marketing company to manage creative, […]
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