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  • Report The Forrester Wave™: Global Media Agencies, Q3 2018

    The Eight Largest Media Agencies And How They Stack Up
    September 17, 2018 | Jay Pattisall

    In our 23-criterion evaluation of global media agencies, we identified the eight largest — Carat, MediaCom, Mindshare, OMD, Starcom, UM, Wavemaker, and Zenith — and researched, analyzed, and scored...

  • Report Agency Holding Companies Need A Brave New Business Model

    The CMO Growth Agenda Forces Agency Holding Companies To Rearchitect Their Raison D'être
    August 14, 2018 | Jay Pattisall, Ted Schadler

    The CMO/agency relationship is at risk. Brands are turning to in-house agencies; company growth agendas bring in CIOs and other business stakeholders; ad budgets face constant pressure; and...

  • Report Marketers Tap Publisher Data To Drive Success

    Insights Inform And Inspire Marketer Messaging And Media Selections
    November 16, 2017 | Susan Bidel

    Marketers in need of first-party data to inform their marketing strategy, messaging, and media selections are wise to collaborate with publishers that have deep first-party relationships with their...

  • Report Marketers: Leverage Your Agency Ecosystem To Take Loyalty Beyond The Program

    May 19, 2017 | Emily Collins, Sarah Sikowitz

    Loyalty programs house valuable insights that drive customer-centric experiences across the life cycle. But they are often buried or isolated from the rest of marketing's branding, acquisition, and...

  • Report The New Agency Operating Model For Brands

    Follow A Four-Step Plan To Realign Your Agency's Value Around The Customer
    April 6, 2017 | Brigitte Majewski, Sarah Sikowitz

    The marketer and agency relationship is broken. Before selecting yet another agency that will ultimately disappoint, marketers need to take an outside-in approach that prioritizes customer...

  • Report Blow Up Your Lead Agency RFP

    Marketers Must Adapt Agency Selection For Post-Digital Realities
    December 22, 2016 | Sarah Sikowitz

    No relationship has a bigger impact on brand success than that between the brand and its lead agency. Despite that criticality, brands have failed to adjust their lead agency search criteria to...

  • Report Add A Digital-Centric Lead Agency To Your RFP

    Use Three Business Criteria To Guide Your Shortlist
    November 29, 2016 | Sarah Sikowitz

    "The Forrester Wave™: Lead Agencies, Q4 2016" evaluated eight of the top agencies leading brand experience, creative strategy, and campaign development across both traditional and digital marketing...

  • Report The Forrester Wave™: Lead Agencies, Q4 2016

    Eight Agencies Leading Brand Experience And Creative Strategy
    November 7, 2016 | Sarah Sikowitz

    We identified eight lead agencies — 360i, Barkley, Havas Worldwide, Hill Holliday, mcgarrybowen, Publicis NA, R/GA, and VML — and researched, analyzed, and scored them. This report shows how well...

  • Report Vendor Landscape: Media Buying Agencies

    Media Agencies Must Provide Value Beyond Buying
    October 6, 2016 | Sarah Sikowitz

    Changes in consumer behavior and technology are driving seismic shifts in media buying. As a result, media agencies try to carve out ways to differentiate — broadening capabilities and moving into...

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