Advertising Agencies
Traditional advertising agencies find their business models under threat. But advertising agencies still deliver services crucial to brands. Read our insights on M&As, trends, and case studies to understand the direction of agencies.
Insights
Blog
Media Scale And Media Skill Collide In The Full-Funnel Agencies Of The Future
Marketers are ready to move beyond choosing between full-service media generalists and channel specialists. Insights from the newly published Forrester Wave™ evaluation on media management services shed light on what to look for when evaluating your current agency or looking for a provider.
Blog
Predictions 2025: Agencies Jettison Legacy Structures To Form New Agency Types
The coming year will see the rise of something new as existing agency capabilities are recombined and new ones are created. Read a few of our top predictions.
How Will 2025 B2C Trends Shape Your Strategy?
Prepare for the future with our 2025 predictions for B2C marketing and CX leaders. Learn how to refine your strategies for AI, tech stacks, loyalty programs, frontline agents, TikTok, and more.
Blog
Our Latest Forrester Wave™ On Creative Adtech Calls For Consolidation
Advertisers today need tools spanning the entire creative lifecycle and creative teams need a source of truth that de-risks creative production as well as media planning and buying. Get a preview of our latest Wave which helps advertisers select tools that accelerate the creative process while synergizing creative with media.
Blog
The Funnel Is Old, Unrealistic, And Still Helpful
In 1898, Elias St. Elmo Lewis developed the advertising funnel. He was the Association of National Advertisers’ first president and, along with the funnel, developed the AIDA model, an acronym that models a consumer’s journey from awareness to interest, desire, and then action. More than 125 years after its conception, brand marketers are still planning […]
Blog
The Paid Media Paradox
Digital marketers like digital marketing much more than consumers do. A new report explores in greater depth how consumers’ behaviors contradict marketers’ investments.
Blog
Generative AI Marketing Use Cases In APAC
I’m pleased to announce the publication of the second of my two APAC generative AI (genAI) B2C marketing reports, Generative AI Marketing Use Cases In APAC (client-only access). Following the first data overview report on the state of genAI marketing in the region, this report delves into diverse genAI marketing use cases that achieved positive […]
Blog
Big Tech Will Not Solve Data Deprecation
In a recent report, we stumbled upon an ugly truth about data deprecation. Get the details and find out what steps marketers be taking now to minimize the impact.
Unleash Enterprisewide CX Innovation With Design Thinking
Learn how to establish and scale a design thinking practice to solve business problems with CX.
Blog
Rage Against The Machine: Confront The Agency AI Fear Factor With Workforce Literacy
The failure to rise to the AI moment puts the future of the agency industry and a decade of agencies’ business change at risk. Learn what it takes to help employees gain the skills and confidence to master AI so that fear of AI doesn’t master them.
Blog
Learning From Limes And Forrester’s Creative AdTech Landscape
Last year, the world’s most-awarded creative was Skittles’ “Apologize the Rainbow” produced in collaboration with DDB Chicago. It profusely apologized for Skittles changing its green candy’s flavor from lime to apple and, to citrus lovers’ delight, announced lime’s return in a pantomime press conference live streamed on Twitch and X. The campaign relied on social […]
Blog
The State Of Generative AI For Marketing In Asia Pacific
I’m pleased to announce the publication of the first of my two generative AI (genAI) marketing in APAC reports, The State Of Generative AI For Marketing In Asia Pacific (client-only access). The data overview report covers a wide range of topics on APAC marketers’ use of genAI, including adoption, investment, use cases, benefits, challenges, and […]
Blog
Accelerating Advertising With AI Comes At A Cost
It’s mathematically obvious to apply AI to advertising, but its efficiencies can come at the expense of advertisers’ control and transparency. Learn more about how AI benefits the advertising process and why advertisers must curate AI.
Blog
A Guide For Understanding The Marketing Analytics Landscape
Harnessing the power of marketing analytics isn’t just about crunching numbers — it’s about unlocking insights. Get a roadmap for navigating the marketing analytics landscape in this preview of our new report.
Podcast
Will Digital Agencies Disappear?
As all marketing becomes digital marketing, the need for specialized digital agencies will shrink. What’s in store for the agency landscape, agency jobs, and the marketers who work with agencies? VP and Principal Analyst Jay Pattisall weighs in on this week’s podcast episode.
Blog
What Should Performance Marketers Actually Do?
I’m often asked about the technologies and processes entailed in planning, buying, and optimizing media. Much is written about that, including Forrester’s research on using technology to develop more compelling creative and how to improve TV advertising’s planning, buying, and measurement processes. I’m rarely asked, however, about the people that improve media’s results. The human […]
Blog
According To Our Latest B2C Marketing Survey, Data Deprecation’s Complexity Reigns
Every year, Forrester surveys over 1,000 marketing decision-makers around the world to learn about their priorities, challenges, and plans. For the past few years, four forces — consumers’ dissatisfaction with invasive audience targeting; browser and operating system restrictions; legislators and de facto regulators such as Apple limiting consumers’ trackability; and advertisers ceding control to walled […]
Blog
Super Bowl LVIII: Ratings, Rivalry, Love, And Advertising
$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
Google Makes Good On Its Resolution To Deprecate Third-Party Cookies In 2024
Marketers didn’t think that it would happen — here’s what to do now to ensure that customer data is ethically sourced and used.
Blog
How To Capitalize On Conversational Search
As generative AI becomes more deeply integrated into search engine results pages (SERPs), conversational search will grow. Learn what the change means for marketers.
Blog
Synchronize People, Processes, And Technologies To Lift Ad Creative’s Performance
My favorite holiday-themed ad is Hershey’s “Christmas Bells,” which debuted in 1989 thanks to the creativity of David Apicella at Ogilvy & Mather, among others. Since then, the ad has run every December. In a market crowded with viral creative such as Spotify’s Wrapped, Hershey’s pithy ad continues to perform. In just 15 seconds, the […]
Blog
Predictions 2024: Big Media Gets Its Mojo Back
Big media gets its mojo back in 2024. Check out this preview of Predictions 2024: Media And Advertising and discover the trends that will define the year ahead.
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