Trends Report

CMOs Need To Radically Restructure Agency Resources To Bring Their Brands Back To Growth

June 2nd, 2020

Summary

The 2020 recession will undermine CMOs’ capacity to rebound into growth. To help CMOs and US agency executives understand the gravity of the situation, Forrester has modelled the impact of the recession on agency headcount and growth. A dramatic decrease in marketing spend with agencies leads to thousands of US agency job losses. The recession will have an uneven impact across the different types of agencies, with advertising agencies taking the brunt of cuts. CMOs will need to adjust to fewer and smaller agency resources.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.