Jay Pattisall

VP, Principal Analyst

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Blog

Get Ready For The B2B Marketing Agency Gold Rush

John Arnold November 17, 2022
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 […]
Blog

Predictions 2023: Agency Culture — Both Superpower And Achilles’ Heel — Is About To Change

Jay Pattisall October 27, 2022
Marketing agencies’ infamous environment – both vibrant and toxic – is decisively undergoing a cultural makeover in how workers work.
Blog

The Agency Landscape Converges On Frictionless Partner Models

Jay Pattisall August 11, 2022
As CMOs turn to a frictionless marketing partner models Forrester evaluates the 10 top providers of integrated marketing.
Blog

The Intelligence Revolution Takes Hold In Marketing Creativity

Jay Pattisall July 25, 2022
The rise of data intelligence in the creative process will be as transformative as the creative advertising revolution of the 1960s.
Blog

Media Is The Flywheel For Integration And Growth

Jay Pattisall July 13, 2022
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 […]
Blog

A Booming Advertising Talent Market Illustrates The Belated Agency Transformation

Jay Pattisall July 12, 2022
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 […]
Blog

The EU Strikes Again As A Global Leader In Mindful Media: Updated “Code Of Practice On Disinformation”

Kelsey Chickering June 28, 2022
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 […]
Blog

Have We Run Out Of Super Bowl Ideas?

Jay Pattisall February 16, 2022
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.
Blog

The Super Bowl Makes A Comeback In 2022

Jay Pattisall February 10, 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

Jay Pattisall January 11, 2022
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, […]
Blog

Media Agency Reviews Are Coming In 2022

Jay Pattisall January 11, 2022
Forty-one percent of CMOs will conduct a media agency review in 2022, because reaching and influencing customers and prospects is fundamental to success, yet engaging consumers has never been more complex. From increasingly strict data privacy in government and big tech to tectonic shifts in consumers’ digital behaviors to the innovation programs to meet consumers […]
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Predictions 2022: Agencies Face Enigmatic Twists On Talent And Creativity

Jay Pattisall October 28, 2021
In 2022, advertising agencies will face an acute talent shortage of no less than 50,000 employees, just when human ingenuity matters most. Discover how the best agencies will adapt.
Video

Predictions 2022: CMOs Emerge As Emboldened Business Leaders

Mike Proulx October 26, 2021

Blog

Solving The “Do More With Less” Marketing Paradox: Human Plus Technology Equivalents

Jay Pattisall October 4, 2021
The “Do More With Less” Paradox Is No Longer Sustainable Approximately half of C-suite professionals prioritize growing revenue. Meanwhile, CMOs have long been expected to acquire more customers with less marketing. Yet, four in 10 executives prioritize reducing costs. So, how will the C-suite grow revenue? New customer acquisition tops the list. Then, if you […]
Blog

The Race For Growth Is On

Ted Schadler September 28, 2021
How will your firm grow and succeed when your competitors have access to the same resources? Find out in this sneak preview of our upcoming Technology & Innovation event.
Blog

Focus On The Customer And Spare The Stagwell-MDC Partners Merger Drama

Jay Pattisall June 25, 2021
Last week, shareholders of MDC Partners successfully delayed a special meeting of the board of directors and shareholders to vote on a proposed merger with the Stagwell Group’s Stagwell Media. At the heart of this matter are demands for more shareholder compensation and concerns over control of the new company by Stagwell Group Founding Partner […]
Blog

An Agency Decision Is A Technology Decision

Joe Stanhope June 23, 2021
Companies that rely on agencies are, by extension, reliant on their agency’s technology capabilities. Our new research helps buyers evaluate agencies' technology strategies so they can make the right choice.
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Creativity Catalyzes A Growth Mindset In Business

Jay Pattisall April 22, 2021
Firms that embrace creativity as a way of thinking and working to supercharge their individual and collective problem-solving can develop potent products, services, processes, and experiences. You must develop and codify it in your company's teams, mindset, and practices. Learn how to apply creativity as an operating principle to fuel their business.
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The Collision Of Precision And Persuasion: Rethink The Customer Lifecycle

Jay Pattisall March 16, 2021
The separation of media and creative execution 40 years ago sent the advertising industry spiraling. Advertising’s perception has devolved from entertaining to annoying, investment to commodity, channels organized to communication everywhere, and audiences obtainable to users elusive. Savvy marketers are actively seeking solutions to join the lower and upper funnels of marketing as a means […]
Blog

Intelligent Creativity Overhauls The Creative Process

Jay Pattisall March 2, 2021
When technology and human ingenuity combine the result is Intelligent Creativity, a process that will redefine the how, who, and what of today's marketing.
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