Jay Pattisall

The Coca-Cola Company released three new AI-generated holiday ads inspired by the beverage giant’s classic 1995 “The Holidays Are Coming” commercial. Produced entirely with AI video models such as Runway and Luma Dream Machine, this represents a step forward in photorealism for AI-generated video. Predictably, the commercials have sparked some controversy among creators, who criticize […]

Marketers are ready to move beyond choosing between full-service media generalists and channel specialists. Insights from the newly published Forrester Wave™ evaluation on media management services shed light on what to look for when evaluating your current agency or looking for a provider.

The coming year will see the rise of something new as existing agency capabilities are recombined and new ones are created. Read a few of our top predictions.

If you’ve ever seen The Wizard of Oz, you might remember the moment when Dorothy realizes the Wizard is not in fact all-powerful. He is just a man with a very loud voice. She also learns that she doesn’t need his power or magic to send her home — the power lies within herself. This […]

The failure to rise to the AI moment puts the future of the agency industry and a decade of agencies’ business change at risk. Learn what it takes to help employees gain the skills and confidence to master AI so that fear of AI doesn’t master them.

What is creative pollution and how can organizations avoid it? Find out in this preview of a new report on brand AI models.

As the initial awe surrounding generative AI (genAI) fades, marketers must navigate a more pragmatic phase of genAI adoption. The first step is to understand adoption roadblocks and how to avoid them.

$5.6 million. $6.5 million. $7.2 million. As the price of a 30-second Super Bowl spot increases roughly 10% annually, brands and marketers question the value of the media and production costs to show up in advertising’s premiere showcase. In hindsight, this year’s answer is clearer, with audience numbers forecasted to exceed the record of 115 […]

Given today’s heightened polarization, what role will PR agencies play in guiding corporate brands? We hypothesize three key elements are fundamental to crisis and reputation services.

Agencies will take full advantage of AI in 2024 and build custom “brand language models.” But fear of mismanagement will read to an increase in reviews. Learn more about what will shape the agency world in 2024.

Learn how the outcome of the Hollywood strikes could set a precedent for other creative industries grappling with the impact of AI.

Marketers looking for cost savings from AI advertising should rethink it in the wake of a new decision upholding human authorship.

Lean into generative AI to make marketing smarter, production faster, and creators more inspired.

A lengthy, dysfunctional review process costs agencies and their clients $12.5 billion per year. It’s time to change agency selection.

Super Bowl LVII was full of firsts. The first Super Bowl matchup between two Black starting quarterbacks The first Super Bowl sibling rivalry, between Jason and Travis Kelce The first Super Bowl military flyover piloted by seven female naval aviators The first Super Bowl commercial debut by an agency holding company Global advertising firm Publicis […]

Generative AI has made the creative industry uneasy. Yet combined with human ingenuity, the technology's potential is enormous.

The in-house B2B marketing trend of the past few years — expanding in-house agencies, centers of excellence, and shared services — has peaked. Fifty-nine percent of B2B marketing decision-makers now say that they are planning to increase marketing spend on outsourced services. This new investment mindset, combined with macro and micro economic factors, has sparked […]

Marketing agencies’ infamous environment – both vibrant and toxic – is decisively undergoing a cultural makeover in how workers work.

As CMOs turn to a frictionless marketing partner models Forrester evaluates the 10 top providers of integrated marketing.