Jay Pattisall
VP, Principal Analyst
Author Insights
Blog
Predictions 2027: Humans Reclaim Content Creation; Machines Dominate Content Consumption
AI is changing not just how content gets created, but who, or what, consumes it. In 2027, brands will prioritize authentic human expertise while adapting content strategies for a world increasingly mediated by machines.
Blog
Data Wins The Media Agency Cola Wars
WPP and Omnicom’s recent success with the Coca-Cola Company’s global and North American media assignments can be summed up in one word: data. In fact, Coca-Cola and PepsiCo’s recent media agency reviews reveal how two competing data strategies are reshaping the global media agency market.* The Intelligence Engine Strategy Intelligence engines create value by improving […]
Blog
Predictions 2027: Marketing Agencies Divide Between Orchestration And Execution
AI won’t kill marketing agencies, but it will reshape what makes them valuable. In 2027, agencies will increasingly split between intelligence-powered transformation partners and specialist executors as brands insource more content production and demand greater AI expertise.
Blog
Five Questions Ahead Of Accenture’s Earnings Report For Q4 2026
As Accenture prepares to report its fourth-quarter and full-year fiscal 2026 financial results this Thursday, October 1, the tech consultancy has several market factors to lean on, including durable managed services growth, healthy bookings, and AI becoming commercially viable. Another interesting dynamic is that Accenture Song’s strategic importance is growing even as reporting visibility for […]
Blog
The Cost Of AI Productivity Is Less Creativity
AI is now standard across marketing agencies — but its impact remains constrained. Forrester’s “The State Of AI Inside US Marketing Agencies, 2026” finds that CMOs must shift their AI ambitions toward creativity, differentiation, and growth to unlock real value.
Blog
AI Forces A Redesign Of How Marketing And Agencies Work
As CMOs take on greater responsibility for AI-driven business outcomes, they must lead changes in how marketing is structured, executed, and measured. This is exposing a gap between what CMOs need and what traditional agencies deliver, creating an opportunity for a new class of partner focused on transformation, not just execution.
Blog
Google Dethrones OpenAI As Agencies’ Preferred AI Partner
New Forrester and 4As research shows that agencies are prioritizing ecosystems that connect data, creative, media, and commerce at scale, with Google emerging as the leading partner. As marketing moves from isolated tools to integrated operating systems, the ability to orchestrate end-to-end workflows is becoming the new competitive edge.
Blog
Publicis Acquires LiveRamp To Advance New Agentic AI Push
Publicis Groupe has agreed to acquire data collaboration and identity resolution firm LiveRamp for $2.55 billion in a move aimed to expand the agency holding company’s artificial intelligence offering. The transaction is expected to close by the end of 2026, following the customary regulatory and shareholder approvals. Publicis will operate LiveRamp as an independent company […]
Blog
What The History Of Ad Agencies Tells Us About CMO Power: Order-Takers To Strategic Partners — And Back Again
A Love Story Older Than Television The tension between CMOs and advertising agencies didn’t start with AI, procurement, or any media disruption. And history makes one thing clear: Agencies only gain power when CMOs don’t — or can’t — fully exercise theirs. It’s embedded in the very origin of the advertising agency itself. To understand […]
Blog
It’s “Grow-Time” For Omnicom Group And Its Customers
Omnicom enters its first earnings cycle after the IPG acquisition with scale, momentum, and unresolved operational challenges. CMOs should ignore Wall Street’s fixation on quarterly performance and instead evaluate how Omnicom plans to convert its expanded capabilities into customer growth. Despite its new size, the company still faces the same structural barriers constraining the broader […]
Blog
Machines Are Your Content’s New Audience
As AI accelerates and agentic systems begin to orchestrate more digital journeys, machines are simultaneously content creators and — in deciding what buyers see — a primary content consumption audience. Learn what this means for the future of content.
Blog
The Truth About Principal Media
Love it or hate it, principal media is a necessity for agencies, advertisers, and publishers grappling with revenue and budget uncertainty.
Blog
Forrester Analyst Takes For Digital Content In 2026
Digital content will continue to be shaped by enterprises both investing in and looking to gain practical business value from genAI solutions. Here’s how we foresee digital content evolving.
Blog
A Big Bang Reshapes Agencies Into Algorithms Of Record
Fierce competition, shrinking margins, and technological change has contracted the agency landscape all while agencies' remits vastly expand. All the while, a new concept is taking shape.
Blog
Adobe’s Firefly Foundry Reveals A Creative Technology Split Screen
Adobe's new managed service offering bucks a growing self-service trend and elevates the human element in AI development.
Blog
The Future Of GenAI For Visual Content
Learn how visual AI technologies will enable businesses to engage responsively with customers and consumers in the next two to five years.
Blog
Predictions 2026: Marketing Agencies Resign Their Agency
By the end of the coming year, marketing agencies will have materially changed. For CMOs, agencies will no longer act solely as your agents but also as owners of solutions, resellers of technology partnerships, and developers of emerging capabilities.
Blog
What A Possible Dentsu Sale Means For CMOs
The news that dentsu has secured M&A partners to identify potential buyers for its international business is just the latest shakeup in the agency landscape. Find out what makes dentsu attractive and who the most likely buyers are.
Blog
Power, Precision, And Production Create A New Media Agency Landscape
It’s a new media agency landscape. The last six months have witnessed more change in media agencies than what’s occurred over the last six years.
Blog
The AI Cost Center Crisis
AI reshapes the way marketing agencies deliver value — increasing productivity, accelerating the speed of insights, assisting creative ideation, amplifying production velocity, and sharpening media and search activation. But they are not being compensated for the value creation. It’s an AI cost center crisis.
More posts