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
Get Ready For The B2B Marketing Agency Gold Rush
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
Marketing agencies’ infamous environment – both vibrant and toxic – is decisively undergoing a cultural makeover in how workers work.
Tackle 2023 With Bold Action & Clear Focus
Get our Predictions 2023 Guide to see the 12 big-impact dynamics that leaders will have to navigate in the coming year.
Blog
Did Our Predictions For 2022 Come True?
We made bold predictions for 2022. We weighed in on edge computing, CX, B2B marketing, cybersecurity, and more. Discover which predictions came true and which ones missed the mark as we prepare for Predictions 2023.
Blog
The Agency Landscape Converges On Frictionless Partner Models
As CMOs turn to a frictionless marketing partner models Forrester evaluates the 10 top providers of integrated marketing.
Blog
Announcing The Forrester Wave™: B2B Advertising Solutions, Q3 2022
In our 28-criterion evaluation of B2B advertising solution providers, we identified the 14 most significant ones — 6sense, AdDaptive Intelligence, Adobe, Demandbase, Influ2, Jabmo, LinkedIn, Madison Logic, Marin Software, Metadata, RollWorks, StackAdapt, Terminus, and The Trade Desk
Blog
The Intelligence Revolution Takes Hold In Marketing Creativity
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
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 […]
See Why 2023 Fortune Favors The Bold And Focused
Explore our 2023 Predictions to see where strategies are shifting – and where opportunities for bold moves exist.
Blog
A Booming Advertising Talent Market Illustrates The Belated Agency Transformation
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”
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 […]
Podcast
Why Are Brands Funding Misinformation?
Marketers are accidentally funding misinformation and fueling the proliferation of dangerous falsehoods. In this episode of What It Means, Principal Analyst Kelsey Chickering discusses how marketers can protect their brand from this phenomenon.
Blog
The Entire Ad Supply Chain Is At Fault For Disinformation
Brands fund misinformation and disinformation with their ad dollars, whether they know it or not. Top brands have served immeasurable impressions on sites containing misleading content, from Russian propaganda fueling the war in Ukraine to COVID-19 conspiracy theories. This vicious cycle, driven by bad incentives, lack of coordination, and marketer ignorance, fuels geopolitical unrest and […]
Blog
You’re Probably Greenwashing, But You Don’t Know It
Alongside the COP26 Conference, many businesses communicated their green pledge and how much they are acting to protect the environment. Expect more of this to happen this week, with Earth Day falling on Friday, April 22 — and get ready to see many brands accused of greenwashing. Greenwashing — when a business is perceived to […]
Blog
These Six Competencies Raise The Bar For B2B Paid Media Advertising
B2B organizations should evaluate their paid media advertising maturity across six competencies: advertising strategy, talent and technology, audience savvy, brand/demand interlock, measurement and testing, and creative excellence.
Blog
Have We Run Out Of Super Bowl Ideas?
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
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
Google Is Still In The Driver’s Seat With Topics, Its More Transparent FLoC Replacement
Will Google Topics be a curveball in advertisers' data depreciation plans? Read to discover what the FLoC replacements means.
Blog
Five Forrester Wave™ Evaluations Set The Stage For A Marketing Services Reset
Leonardo da Vinci said, “To develop a complete mind, study the science of art. Study the art of science. Learn how to see. Realize that everything connects to everything else.” This couldn’t be more profound in an era of marketing, advertising, and digital experience, where the distinction between a brand’s promise, how it’s communicated, and […]
Blog
Why Holding Companies Matter More Than Agencies
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, […]
Blog
Media Agency Reviews Are Coming In 2022
Forty-one percent of CMOs will conduct a media agency review in 2022, because reaching and influencing customers and prospects is fundamental to success, yet engaging consumers has never been more complex. From increasingly strict data privacy in government and big tech to tectonic shifts in consumers’ digital behaviors to the innovation programs to meet consumers […]
Blog
Targeting Truth In The Misinformation Age
B2C brands are fueling the misinformation industry, albeit unintentionally. Here's how marketers can take action to stop contributing to the problem.
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