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
Zero-Click Search Comes For Checkout: Agentic Commerce Automates Retail’s Next Frontier
Agentic commerce is spreading as OpenAI launches Instant Checkout offering shoppers conversational shopping from curiosity to checkout without redirecting consumers to merchants’ sites. Find out what this means and how B2C marketers are responding in this post.
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.
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Podcast
Defining AGI, Measuring AI Search, Agency Swirl Continues
Are you wondering about the emerging technologies and shifting market dynamics that might shape your strategy for 2026 and beyond? Then this episode is for you. Get a detailed look at how three big shifts could dramatically impact plans and strategies for the year ahead (and get a preview for one of our upcoming 2026 Predictions reports, to boot).
Blog
Rewind And Fast-Forward TV Advertising
One of advertisers’ greatest challenges with TV advertising is “streaming TV’s high CPMs,” according to Forrester’s Q2 2025 CMO Pulse Survey. Find out why TV advertising’s sellers benefit at TV buyers’ expense and how consumers are caught in the middle.
Blog
The Remedy That Wasn’t: Answer Engines Outpace Antitrust Law
To remedy Google’s monopoly in search, Judge Amit Mehta ruled that Google merely has to share limited search data with rivals and stop making exclusive deals for Google’s preferential placement on devices. Find out what this means for marketers.
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.
Podcast
Anthropic Lawsuit, AI And Energy, CMO Trends
As we hurtle toward the end of August, it’s time to look toward the future. More specifically, the future of Anthropic (and other AI firms), the future of AI as a technology, and the future of the CMO role.
Blog
Shrinking Budgets And Rising Expectations Challenge B2B Agency Partnerships
In 2025, B2B marketing leaders are navigating a complex landscape shaped by economic uncertainty, rising performance expectations, and the rapid evolution of AI. According to Forrester’s 2025 B2B Brand And Communications Survey, agency partnerships remain nearly universal among large companies, but the nature of those relationships is shifting. Many marketers are under pressure to deliver […]
Blog
Adtech’s Inflection Point Signals More Compelling Customer Experiences
Advertising technology is overly complicated — and everyone is fed up. Here's how adtech can right-size and refocus on compelling customer experiences.
Blog
How 116 Retailers Competed With Amazon’s July 2025 Prime Day Event
As in years past, we reviewed the websites of 116 brands and retailers to see how they did — and didn’t — choose to compete with the four-day sale. Here’s what we found.
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.
Blog
AI In Events: A Promise Waiting To Be Realized
AI has the potential to remake how we plan and execute B2B events. Yet despite its potential, Forrester data shows that current uptake is low. Get some insight and analysis of the data from our recent survey on B2B events.
Blog
This Year’s Upfronts Advanced TV’s Transformation
An uncertain economic climate and digital transformation left their mark on this year's TV upfronts, where major TV networks aim to secure advertising commitments for the new season.
Blog
X-tortion: How Advertisers Are Losing Control Of Media Choice
The platform's recent actions to appeal for increased advertising investment threaten media choice and the solvency of the advertising industry.
Blog
Is CTV B2B Advertising’s Next Frontier?
Spending on connected television (CTV) advertising is forecast to increase 13.8% in 2025. But is CTV a good fit for B2B advertising? Learn the advantages and disadvantages to CTV advertising in this post.
Blog
Amazon Makes Retail Media Networks’ Eyes Bigger Than Their Stomachs
To unlock retail media’s upside, retailers must become more like publishers. Learn some of the challenges and benefits of retail media networks in this preview of a new report.
Blog
Is A $7 Million Super Bowl Ad Worth It? Probably Not
A 30-second spot at this year’s Super Bowl will set you back a cool 7 million bucks. And even if you wanted one of those spots, you can’t have it — they’ve been gone for a while. That must mean these ads are like the proverbial goose laying golden eggs, right? Wrong! Find out more in this analysis of Super Bowl ad spending trends.
Blog
Full-Funnel Advertising Makes Poppi Famous
America’s soda market is very difficult to disrupt. The market is massive — nine of 10 US households buy soda — and dominated by a few iconic incumbents.
Blog
Modernize Marketing With CRM Marketing Services
From marketing service provider to CRM marketing services ... what’s in a name? An evolution and some confusion.
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