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  • Jay Pattisall

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  • Blog Creative Media Outshines The Technology

    March 14, 2019 | Jay Pattisall

    (Photo credit: nesta.org.uk) The excess of adtech and martech such as demand-side platforms (DSPs) and data management platforms (DMPs) gives marketers all the control and insights required to run...

  • Report The Forrester Wave™: Full-Service Media Agencies, Q1 2019

    The Nine Media Agencies Under $20 Billion And How They Stack Up
    March 14, 2019 | Jay Pattisall

    In our 26-criterion evaluation of full-service media agencies, we identified the nine most significant firms — Assembly, dentsu X, Hearts & Science, Horizon Media, Initiative, Mediahub, PHD, Spark...

  • Report B2B Marketing Agencies, North America, Q1 2019

    Forrester's Overview Of 39 Service Providers Serving B2B Marketers
    February 8, 2019 | Jay Pattisall, Laura Ramos

    You can use B2B marketing agencies to supplement your resources with leading expertise; elevate your creative and content; and drive value from data, analytics, and martech investments. But to...

  • Report Unleash The Potential Of In-House Agencies

    CMOs: Mature Your In-House Agency By Investing In Its Success
    November 13, 2018 | Jay Pattisall, Drew Green

    The stereotypes surrounding in-house agencies stand in their way of being the vital marketing partners that CMOs need. Forrester's partnership and joint survey with the In-House Agency Forum (IHAF)...

  • Blog Rethink The In-House Agency Hype

    November 13, 2018 | Jay Pattisall

    Photo credit: Ashton Media CMOs Should Rethink Their Efficiency Argument For An Effectiveness Strategy Headlines blustering about in-house agencies have marketers buzzing and agencies fretting....

  • Report Predictions 2019: CMO

    Branding Brings Oomph To Differentiate CX

    Marketing needs a boost of energy, but it won't come from purely provocative ads or some cool new technology. In the age of the customer, the best source of energy for a brand is the customer. As...

  • Blog Media Consultancies Come Of Age

    September 18, 2018 | Jay Pattisall

    The first Forrester Wave on global media agencies reveals the category-adding technology, services, and capabilities to leap beyond conventional media planning and buying. Media agencies are...

  • 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...

  • Webinar The Agency Business Model Is Broken: Why CMOs And Agencies Need A Better Partnership

    September 17, 2018 | Ted Schadler, Jay Pattisall

    Agencies and the CMO/agency relationship are in trouble. CMOs are turning to in-house agencies; company growth agendas bring in CIOs and other business stakeholders; ad budgets face constant...

  • Blog Can Agencies Change Their Business Model Fast Enough?

    August 15, 2018 | Jay Pattisall

    Agencies Are No Longer The Exclusive Marketing And Business Partner For CMOs CMOs bring agency work in-house and aggressively manage agency fees. Global consultancies like Accenture and Deloitte...

  • 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 Media Agencies, Global, Q3 2018

    Forrester's Overview Of 34 Media Agency Partners
    August 3, 2018 | Jay Pattisall, Joanna O'Connell

    Media agencies wield buying power, leverage cutting-edge expertise, and broaden marketers' knowledge and perspective. But to access these benefits, you first have to select from a diverse set of...

  • Blog What The IPG Acxiom Deal Means For Marketers

    July 6, 2018 | Jay Pattisall

    Photo Credit: Adweek.com IPG announced a deal to acquire Acxiom Marketing Services to much fanfare from the business press and financial analysts praising the potential of marketing powered by...

  • Blog Can CMOs Trust Consultancies For Programmatic Media?

    May 29, 2018 | Jay Pattisall

    Last week, Accenture Interactive launched a new media service called Accenture Interactive Programmatic Services. The new service will include programmatic consulting services for in-housing media,...

  • Report Make Your In-House Agency Your Digital Agency

    Kick-Start Your Digital Strategy With A Blended Agency Model
    May 3, 2018 | Jay Pattisall

    Outsourced digital marketing expertise deprives CMOs of transparency and control of customer relationships. In-house agencies have emerged as an important resource to orchestrate marketing...

  • Blog Could Your Company Benefit From A Blended Agency Model?

    May 3, 2018 | Jay Pattisall

    Photo Credit: thecarolinejohansson.com Forrester’s research shows that half of firms have moved some digital marketing capabilities in-house, and another third plan to do so. Whether you are a...

  • Blog A Renewed Vision For WPP

    April 16, 2018 | Jay Pattisall

    Photo Credit holmesreport.com   The news of Martin Sorrell’s resignation signals a crisis for WPP; its stock dropped 7% Monday and further fueled discussion of breaking up the company into...

  • Blog Why Marketing Agencies Will Transform In 2018

    March 9, 2018 | Jay Pattisall

    Will 2018 Be A Reckoning For Agencies? WPP’s flat 2017 earnings is another in a series of bad omens for marketing agencies, as the largest advertising holding company is often regarded a bell...

  • Blog Consultancies Change The Game

    January 31, 2018 | Jay Pattisall

    Consultancies Arrival Disrupts Agencies Photo credit: Barry Hillier Fiat Chrysler’s appointment of Accenture Interactive as the “experience agency of record” for Maserati marks the second example...

  • Report Consultancies Change The Game For Agencies And Marketers

    Adapt By Transforming Your Agency Management Approach
    January 30, 2018 | Jay Pattisall

    Global consultancies have entered the agency marketplace. Why should marketers care? Because these new entrants bring skills and a model that disrupts the marketing game for agencies and marketers...

  • Blog Agency Layoffs Or Agency Calibration?

    January 16, 2018 | Jay Pattisall

    Layoffs Are A Reality Of The Agency Business Each January the industry weathers account losses, budget cuts or contract changes that result in  layoffs. Last week four agencies announced...

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