Jay Pattisall
VP, Principal Analyst
Author Insights
Blog
CMOs: Advancing From GenAI Pilots To Proficiency Doesn’t Come Easy
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.
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Super Bowl LVIII: Ratings, Rivalry, Love, And Advertising
$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 […]
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Brands And PR Agencies Contend With Today’s Culture Wars
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.
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Predictions 2024: The AI Era Accelerates Agencies From Services To Solutions
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.
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Hollywood Strikes Spark AI Negotiations In Every Creative Industry
Learn how the outcome of the Hollywood strikes could set a precedent for other creative industries grappling with the impact of AI.
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AI Advertising Is An Economic Multiplier, Provided You Own It
Marketers looking for cost savings from AI advertising should rethink it in the wake of a new decision upholding human authorship.
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Generative AI Revolutionizes Marketing Creativity
Lean into generative AI to make marketing smarter, production faster, and creators more inspired.
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Ditch The Pitch: $12.5 Billion Per Year Is Spent On A Dysfunctional Agency Review Process
A lengthy, dysfunctional review process costs agencies and their clients $12.5 billion per year. It’s time to change agency selection.
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Publicis Groupe Brings Substance To Super Bowl LVII Commercials
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 […]
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Generative AI, Like ChatGPT, Won’t Destroy Creativity. It’ll Save It.
Generative AI has made the creative industry uneasy. Yet combined with human ingenuity, the technology's potential is enormous.
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Get Ready For The B2B Marketing Agency Gold Rush
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 […]
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Predictions 2023: Agency Culture — Both Superpower And Achilles’ Heel — Is About To Change
Marketing agencies’ infamous environment – both vibrant and toxic – is decisively undergoing a cultural makeover in how workers work.
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The Agency Landscape Converges On Frictionless Partner Models
As CMOs turn to a frictionless marketing partner models Forrester evaluates the 10 top providers of integrated marketing.
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The Intelligence Revolution Takes Hold In Marketing Creativity
The rise of data intelligence in the creative process will be as transformative as the creative advertising revolution of the 1960s.
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Media Is The Flywheel For Integration And Growth
Are Integrated Agency Relationships The Way Of The Future? Many indicators point to “yes.” CMOs Want Integration Intrigued by the potential lift from integrated marketing solutions, CMOs are changing the nature of their agency relationships to be more connected and improve marketing impact. Our research shows that nearly two in five CMOs will restructure their […]
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A Booming Advertising Talent Market Illustrates The Belated Agency Transformation
Advertising industry growth has not yet stalled, counter to the misguided headlines. Despite rising inflation, concern for recession, and agency and tech company layoffs, US advertising industry job growth remains strong. According to the US Bureau of Labor Statistics (BLS), advertising and related services added 3,800 jobs in June, while the total US jobs market […]
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The EU Strikes Again As A Global Leader In Mindful Media: Updated “Code Of Practice On Disinformation”
The EU announced an updated Code of Practice on Disinformation, aimed at combating the online spread of disinformation via regulatory measures, including “demonetizing the dissemination of disinformation.” Forrester’s research shows that the monetization of disinformation is a vicious cycle in which the ad supply chain infrastructure supports and funds — often inadvertently — the spread […]
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Have We Run Out Of Super Bowl Ideas?
There was an abundance of A-list talent in last Sunday night's ads, but an absence of A-list ideas. It's time to think about how to differentiate.
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The Super Bowl Makes A Comeback In 2022
Last Years’ Super Bowl Fizzled The Super Bowl is due for a comeback, as the luster of “the big game” has waned over time. Last year’s viewership, originally reported at 92,000,000, was the smallest Super Bowl audience since 2007 — an audience that has dropped steadily since 2015, when a record 114,000,000 Americans tuned in. […]
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Why Holding Companies Matter More Than Agencies
CMOs’ Agency Buying Behavior Signals More Centralized Global Marketing Solutions To Come In 2021, seven major agency reviews worth over $7 billion went to integrated, centralized global marketing teams. Cigna Health, Coca-Cola, Facebook, Mercedes, Philips, Planet Fitness, and Walmart each ran agency reviews in 2021 resulting in hiring a global marketing company to manage creative, […]
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