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  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    Report Brief: Ignore Your Agency's Culture At Your Own Risk

    Why Agency Culture Matters To B2C Marketers And How To Assess It
    August 12, 2016 | Sarah Sikowitz

    Selecting and then managing an agency is time-consuming and expensive — not to mention the opportunity cost of working with the wrong agency. B2C marketers must make the most of this investment by...

  • For CMO Professionals

    Report

    Report Vendor Landscape: Lead Agencies, 2015

    Agencies Evolve To Meet The Needs Of The Modern CMO
    November 9, 2015 | Sarah Sikowitz

    CMOs are struggling to find a lead agency partner to deliver a connected experience to consumers across communication channels. Global creative, boutique creative, and digital agencies are all...

  • For CMO Professionals

    Report

    Report Predictions 2016: The New Benchmark For Brand Management

    How Smart CMOs Will Embrace The Rise Of Customer Experience
    November 2, 2015 | Sheryl Pattek, James L. McQuivey

    Few companies recognize that managing your brand is all about managing your customers' experiences, but in 2016, smart CMOs will change that — reshaping their teams, delivering connected...

  • For CMO Professionals

    Report

    Report How To Build An In-House Agency

    Build A Powerhouse In-House Agency From The Ground Up
    September 3, 2015 | Sarah Sikowitz

    Not all organizations need a large retained agency team, and many have brought agency capabilities in-house. But building an in-house agency is hard work — from establishing the overall...

  • For CMO Professionals

    Report

    Report Brief: Will Your Organization Benefit From An In-House Agency?

    Assess Your Organization's Need To Insource Agency Services
    June 17, 2015 | Sarah Sikowitz

    An increasing number of organizations are bringing agency services in-house. Why? As marketers strive to meet the demands of the always-on customer, many aim to exert more control and have greater...

  • For CMO Professionals

    Report

    Report Brief: How To RFP For Innovation

    Follow The Four-S Approach To Drive Agencies' And Marketers' Success
    May 6, 2015 | Sarah Sikowitz

    CMOs must innovate or risk missing out on the next category-killing product or falling hopelessly behind their competitors. CMOs who lack the people or processes to drive innovation internally...

  • For CMO Professionals

    Report

    Report Brief: It's The End Of The AOR As We Know It (And We Feel Fine)

    April 7, 2015 | Sarah Sikowitz

    Legacy agency-of-record (AOR) relationships aren't meeting the new needs of the CMO. The modern CMO needs a lead agency with the ability to create a cohesive experience across all touchpoints...

  • For B2C Marketing Professionals

    Report

    Report Overcome Top Digital Challenges In 2015

    Choosing The Right Digital Agency In China
    March 26, 2015 | Xiaofeng Wang

    As online penetration in China approaches 50%, marketing leaders are handling larger digital marketing budgets and taking on more responsibilities than ever before. As a result, they need more and...

  • For CMO Professionals

    Report

    Report It's Time To Abandon Performance-Based Agency Compensation

    Build A Strong Relationship To Maximize Agency Value
    March 5, 2015 | Sarah Sikowitz

    CMOs are struggling to connect agency work to business outcomes and using contracts with performance-based incentives as a Band-Aid. Despite years of trying different metrics and bonus formulas,...

  • For CMO Professionals

    Report

    Report The Fit Test For Strong Agency Relationships

    Optimizing The RFP Process For The Post-Digital Agency Landscape
    November 19, 2014 | Sarah Sikowitz

    Chief marketing officers (CMOs) increasingly look to their agency for a strong strategic voice that can assist them in driving change with their brand. But the agency selection process is...

  • For CMO Professionals

    Report

    Report Predictions 2015: CMOs Boldly Reach For More Influence In The Enterprise

    More Internal Influence Will Require Marketing Optimization
    November 10, 2014 | Sheryl Pattek, James L. McQuivey

    It's the middle of the decade, and chief marketing officers (CMOs) find themselves in the middle of a dilemma. The CMO role has yet to emerge fully from its historical communications, promotion,...

  • For CMO Professionals

    Report

    Report Brief: Scope Trumps Size In Media Agency Partnerships

    Cross-Platform Expertise And Ability To Activate Context-Rich Data Overtake Buying Power As Key Agency Differentiators For Advertisers
    July 3, 2014 | Sarah Sikowitz

    The media landscape is rapidly evolving as advances in digital technology drive increased media fragmentation and new media consumption behaviors. These forces are changing for good the way media...

  • For CMO Professionals

    Report

    Report Brief: Business Models Determine Agency Strengths

    Not All Agencies Are Built On The Same Financial Foundation
    May 30, 2014 | Sarah Sikowitz, Shar VanBoskirk

    Recently, Forrester defined a new agency landscape, defined by the primary strategic objectives of marketers. The agency models we introduced — Innovator, Integrator, and Implementer —...

  • For CMO Professionals

    Report

    Report Agency Partnerships Speed The Innovation Journey

    How Smart Marketers Maximize Agency Relationships To Create Breakthrough Customer Experiences And Business Growth
    January 17, 2014 | Bert DuMars

    Over the past 24 months, CMOs have started to dedicate more resources to marketing innovation in the form of budget, talent, and labs. In addition to internal efforts, CMOs also lean on agencies to...

  • For CMO Professionals

    Report

    Report The Next Act For Agencies: The Post-Digital Agency Landscape

    December 6, 2013 | David M. Cooperstein

    Over the past five years, digital has defined "what's new" from agencies, and marketers have moved substantial budget to social, mobile, and customer relationship management (CRM), to the tune of...

  • For B2C Marketing Professionals

    Report

    Report Forrester Research Social Media Forecast, 2013 To 2018 (US)

    ForecastView Spreadsheet
    April 4, 2013 | Jitender Miglani

    Online social media spending by companies, segmented by spending on integrated campaigns, agency fees, display ads on social networks, and technology spending. Includes social spending directed...

  • For B2C Marketing Professionals

    Report

    Report Select The Right Interactive Agency In China

    Vet Interactive Agencies Against Four Key Criteria To Effectively Drive Your Marketing In China
    February 21, 2013 | Andrew Stockwell

    The opportunity for interactive marketing professionals to reach and win Chinese consumers via digital channels is enormous. But the threat of failure looms just as large for brands with a shallow...

  • For Customer Insights Professionals

    Report

    Report Customer Engagement Agency Progress Reflects Industry Maturity

    February 12, 2013 | Fatemeh Khatibloo

    During our recent customer engagement agency (CEA) Forrester Wave™, we surveyed more than 100 CEA clients to understand their choice of vendors and the quality of the relationships. We found...

  • For B2C Marketing Professionals

    Report

    Report Interactive Marketing's Isolation Must End

    Landscape: The Interactive Marketing Agency And Organization Playbook
    February 7, 2013 | Jim Nail

    This report of the interactive marketing agency and organization playbook examines the landscape of organizational structures and agency relationships. Three common organizational models have...

  • For B2C Marketing Professionals

    Report

    Report Forrester Research Social Media Forecast, 2012 To 2017 (US)

    ForecastView Spreadsheet
    December 5, 2012 | Niki Scevak

    Online social media spending by companies, segmented by spending on integrated campaigns, agency fees, display ads on social networks, and technology spending. Agency fees spending is broken out by...