Jay Pattisall

Principal Analyst

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Is Your Brand Desperate To Differentiate?

Jay Pattisall May 1, 2019
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, you may be desperate to differentiate from your competitors. Growth From Improving Customer Experience Sputters The customer experience agenda is stalling. Forrester’s Customer Experience Index (CX […]
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The Pendulum Swings Back To Creativity: Decoding Accenture Interactive’s Droga5 Deal

Jay Pattisall April 3, 2019
Today, Accenture Interactive announced its Droga5 acquisition. The New York- and London-based creative agency joins previous Accenture creative acquisitions Fjord, Karmarama, and The Monkeys to bolster the consultancy’s creative and brand communication capabilities. Combined with Accenture Interactive’s technology, data, experience design, commerce, and programmatic capabilities, the addition of Droga5 and others helps move them one […]
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Creative Media Outshines The Technology

Jay Pattisall March 14, 2019
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 efficient and effective media campaigns. The prospect of marketers owning their data and putting hands on keyboards for digital campaigns calls into question the real need for media agencies. […]
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Rethink The In-House Agency Hype

Jay Pattisall November 13, 2018
CMOs Should Rethink Their Efficiency Argument For An Effectiveness Strategy Headlines blustering about in-house agencies have marketers buzzing and agencies fretting. While the in-house trend has grown in popularity, it still lacks in maturity. Forrester partnered with leading industry association In-House Agency Forum to track the progress of in-house development. Here’s what we know. Popularity Soars […]
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Media Consultancies Come Of Age

Jay Pattisall September 18, 2018
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 beginning to transform into media consultancies. However, who’s leading might surprise you. The Conventional Approach Of The Media Agency Is Deteriorating Media agencies are no longer just media planning […]
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Can Agencies Change Their Business Model Fast Enough?

Jay Pattisall August 15, 2018
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 target CMOs and new business and technology stakeholders with experience agency services. The agency business model is under financial attack. P&G reported saving $1 billion in agency […]
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What The IPG Acxiom Deal Means For Marketers

Jay Pattisall July 6, 2018
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 Acxiom’s data and IPG’s growing ad tech capabilities. However, before we rush to applaud IPG’s business acumen and industry foresight let’s unpack the implications. What Should […]
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Can CMOs Trust Consultancies For Programmatic Media?

Jay Pattisall May 29, 2018
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, media strategy, planning and implementation, and advertising technology services. It’s the first “official” foray into media from a consultancy. The marketing and advertising trade press label the move another effort […]
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Could Your Company Benefit From A Blended Agency Model?

Jay Pattisall May 3, 2018
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 company CMO or an agency CEO, insourcing involves a lot of anxiety. Both should ask: “What does this mean for my business?” Make In-House Digital Marketing A Strategic Asset It’s […]
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A Renewed Vision For WPP

Jay Pattisall April 16, 2018
  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 smaller pieces. But rather than bend to the pressure of market volatility, WPP should take this rare moment of reflection to reinvent itself. Sorrell’s resignation ends an era, […]
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Why Marketing Agencies Will Transform In 2018

Jay Pattisall March 9, 2018
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 weather for the industry. IPG, Publicis Groupe and Havas also reported lack-luster earnings. P&G and Unilever recently cut another $800 MM in […]
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Consultancies Change The Game

Jay Pattisall January 31, 2018
Consultancies Arrival Disrupts Agencies Fiat Chrysler’s appointment of Accenture Interactive as the “experience agency of record” for Maserati marks the second example of consultancies winning a global marketing assignment, following Deloitte Digital’s win of John Hancock/Manulife last summer. Both are seismic events in the marketing world as these assignments traditionally reside with agencies and holding […]
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Agency Layoffs Or Agency Calibration?

Jay Pattisall January 16, 2018
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 post-Holiday staff reductions: Grey Group reduced 2.2% of staff. Ogilvy reduced 2.8% of staff. BBDO reportedly reduced nearly 30 staffers. TBWA reportedly reduced approximately 10 staffers. […]
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