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  • Jay Pattisall

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  • Webinar The Cost Of Losing Creativity

    The ROI Of Investing In An Agency For Creating And Differentiating Your Brand
    August 28, 2019 | Jay Pattisall

    Marketers and agencies have overinvested in technology to increase lifetime customer value. But now that their go-to strategy — improving customer experience (CX) — has stalled,...

  • Blog The Cost Of Losing Creativity

    June 18, 2019 | Jay Pattisall

      Agencies’ creative perspective, the very currency of the business, is at risk and can only be realized by shifting billions from tech to fund creative differentiation. “The value of agency...

  • Report The Cost Of Losing Creativity

    The ROI Model For Agency Creativity
    June 17, 2019 | Jay Pattisall

    The CMO's go-to playbook for growth has run its course. Customer experiences are stagnant; digital sameness has taken hold; tech spend is skyrocketing; and cost reductions have cut to the quick....

  • Blog Is Your Brand Desperate To Differentiate?

    May 1, 2019 | Jay Pattisall

    If you’re among the fifty percent of marketers that prioritize “improving customer experiences” over other marketing initiatives or among the majority of marketers that cut agency fees and scope,...

  • Report Desperate For Differentiation: Creativity Galvanizes The Total Brand Experience

    Infuse Your Brand's Essence Into Every Interaction
    May 1, 2019 | Jay Pattisall, Ted Schadler

    "When everyone is super, no one will be." Little did The Incredibles villain Syndrome know that he was predicting the challenge of experience creation. Sure, your coffee app and online retail store...

  • Blog The Pendulum Swings Back To Creativity: Decoding Accenture Interactive’s Droga5 Deal

    April 3, 2019 | Jay Pattisall

    (Photo credit: Assignment Point) Today, Accenture Interactive announced its Droga5 acquisition. The New York- and London-based creative agency joins previous Accenture creative acquisitions Fjord,...

  • 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...

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