Predictions Report

Predictions 2022: Agencies

New Twists On Talent And Creativity Reveal Pathways For Growth

October 28th, 2021
Jay Pattisall, VP, Principal Analyst
Jay Pattisall VP, Principal Analyst
With contributors:
Keith Johnston , Thomas Husson , Ted Schadler , Mike Proulx , Collin Colburn , Bret Sanford-Chung , Lexie Lawhon , Alex Sobchuk , Rachel Birrell

Summary

The pandemic’s impact on talent and the marketing they produce leaves a void that CMOs and agencies must fill. Automation is critical but will only go so far. In 2022, the pendulum will swing back toward creativity generated by new constructs of technology, partnerships, and ingenuity. Every agency and marketer will feel the impact of intelligence in media and content; monetized tech stacks; the shift of power in house; commerce; and “Big Tech’s” influence. This report helps CMOs understand the forces shaping their go-to marketing partners as well as the bets that agencies will make in pursuit of growth.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($795).

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.