Predictions Report

Predictions 2021: Agencies

October 27th, 2020
Jay Pattisall, VP, Principal Analyst
Jay Pattisall VP, Principal Analyst
Keith Johnston, VP, Group Director
Keith Johnston VP, Group Director
J. P. Gownder, Vice President, Principal Analyst
J. P. Gownder Vice President, Principal Analyst
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
Ted Schadler, VP, Principal Analyst
Ted Schadler VP, Principal Analyst
Andrew Hogan, null
Andrew Hogan
Bret Sanford-Chung, null
Bret Sanford-Chung
Joanna O'Connell, null
Joanna O'Connell
Collin Colburn, null
Collin Colburn
Nick Monroe, null
Nick Monroe
With contributor:
Alex Sobchuk

Summary

Agencies must embark on a quest to regain relevance in 2021. Virtual workplaces and an emphasis on digital execution point to more mingling of technology and talent; AI and intelligent automation will make agencies smaller but smarter. Savvy CMOs will focus on building business value beyond just marketing and release their hold on agency activities, freeing agencies to prospect opportunities from other members of the C-suite and lines of business across the organization. In this report, we explore Forrester's predictions for agencies in 2021.

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