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  Webinar Build Sustainable Brands To Meet Green Consumers' Expectations

  March 22, 2021 | Thomas Husson

  Increasingly green and frustrated consumers demand brands to go beyond simply advertising their environmental sustainability efforts and take real action. CMOs should embrace sustainability as the...

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  Webinar Predictions 2021: Agencies Will Swarm Talent With Technology

  December 15, 2020 | Jay Pattisall, Thomas Husson, Andrew Hogan

  Buckle up: 2021 is going to be a wild ride for agencies as they navigate to recovery. After weathering a 23% drop in marketing spend in the US and shedding an estimated 49,000 agency workers...

• Report It's Time For CMOs To Pay More Attention To Employees

  The CMO And CHRO Relationship Grows In Importance As Crises Continue To Emerge

  July 27, 2020 | Thomas Husson

  Brands hold as much meaning for employees as for customers, especially in a crisis. CMOs play a key role in shaping and communicating the company culture, which helps acquire, inspire, and retain...

• Report Computer Vision Makes Contextual Marketing More Powerful

  CMOs Should Prepare For The New Marketing Opportunities That AI Vision Technologies Create

  February 4, 2020 | Thomas Husson

  AI-powered computer vision provides access to a visually rich array of customer insights, creates new customer experiences, and drives emotional engagement. This report helps CMOs understand and...

• Report AI Is A New Kind Of Creative Partner

  Data Promises To Enhance Creative Capability And Capacity

  December 20, 2019 | Thomas Husson

  Brands and agencies have always placed creativity at the heart of advertising. But as digital channels proliferate, the cost, complexity, and demand for media's measurability have driven the...

• Report Predictions 2020: Europe

  Europe Will Deliver Regulatory Leadership Amid Uncertainty

  November 4, 2019 | Martha Bennett, Dan Bieler, Thomas Husson

  In 2020, European firms will grapple with increased volatility on both the economic and geopolitical fronts, and Germany's industrial firms, Digital China, and regulators will capitalize on the...

• Report Predictions 2020: Agencies

  The Cumulation Of Many Pressures Forces Agencies To Upgrade

  October 29, 2019 | Jay Pattisall, Keith Johnston, Thomas Husson

  CMOs' demand for higher-performing campaigns and experiences will compel agencies to finally embrace their own transformation. In 2020, agencies will either reassemble their process, workforce, and...

• Report Predictions 2020: CMO

  CMOs Must Establish A Span Of Control Before Their Purpose And The CMO Title Itself Are Dissolved

  October 28, 2019 | Keith Johnston, Shar VanBoskirk, Anjali Lai

  It's been 20 years since the digital era transformed the CMO role from a long-term brand-building growth captain to a quarter-disciplined and data-focused operator. This painful transition has...

• Report CMO-CIO Collaboration: Resolving The Paradox

  The Relationship Destined To Maximize Your Business

  August 20, 2019 | Thomas Husson

  Growing customer expectations and the accelerating pace of innovation force CMOs to work closely with their CIO counterparts. While relying on external cloud vendors and investing in shadow IT...

• Report Marketing's Business Imperative: Prioritize Innovation

  Introducing Forrester's Marketing Innovation Scorecard

  July 30, 2019 | Thomas Husson

  Tech-led innovation is the future of business and the brand experience. Yet despite a plethora of new technologies at marketers' fingertips and an ever-growing array of platforms, marketing...

• Report Reimagine Mobile To Activate The Total Brand Experience

  A New Mobile Mindset Is Key To Turning Marketing Into A Growth Engine

  May 9, 2019 | Thomas Husson

  From foldable screens to 5G experiences, extended reality, AI, and conversational interfaces, MWC19 Barcelona demonstrated that mobile is still central to marketing innovation. However, most brands...