Jay Pattisall

Principal Analyst

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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 […]
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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 […]
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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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Blog

Four Takeaways From The Super (Advertising) Bowl

Jim Nail February 8, 2021
By the end of the third quarter, there wasn’t much doubt about the outcome of the game. But suspense lingered about how the ads would perform in this high-stakes contest for brands and their agencies. Advertising holds up a mirror to society, nowhere more than the premier advertising event of the year, the Super Bowl. […]
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For Super Bowl LV Advertisers, It Pays To Be Brave

Jay Pattisall February 4, 2021
Sitting out this year’s Super Bowl may be the safe call for advertisers. Those brave enough to bring America levity in its moment of darkness, however, will reap the rewards.
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Predictions 2021: Agencies Swarm Talent With Technology

Jay Pattisall October 28, 2020
Agencies in 2021 will begin to resemble software companies, offering combinations of creative and media products bundled with the services to manage them. Read our predictions for agencies in 2021.
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The Smaller, Smarter Future Of Agencies

Jay Pattisall October 15, 2020
The future of the “agency” is being shaped by technology. The belief that artificial intelligence and machines will displace human labor is pervasive across many industries. For agencies, embracing artificial intelligence (AI) and intelligent automation (IA) comes with trepidation that the human side of creativity will be forever lost. Even though AI tantalizes marketers with […]
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The Organizational Obstacles Of In-Housing Media

Jay Pattisall September 23, 2020
Ever since the release of the Association of National Advertisers’ K2 Report on media transparency, marketers and firms have looked for better mechanisms to control their media. For ambitious companies, the desire for more impact has led some to in-house media. The prospect of an in-house team of media-savvy professionals maximizing the firm’s buying power […]
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Publicis Groupe’s Money-Back Performance Guarantee Shifts The Agency/Brand Economic Model From Paying For People To Paying For Performance

Jay Pattisall April 30, 2020
Publicis Groupe announced today the creation of “The Pact, Powered by Epsilon,” a new digital media planning and buying service that offers money-back performance commitments that guarantee the business outcomes from digital marketing campaigns. The introduction of The Pact is a timely move to give brands a mechanism to manage the risk of marketing during […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins March 16, 2020
Pandemic Forces Agencies To Rethink Employee Experience A slew of industry event cancellations and delays — such as the live network upfronts, Advertising Week Europe, or the Cannes Lions International Festival of Creativity — is forcing marketers and their agencies to rethink how to best work during a pandemic. With most agency holding companies deferring travel and […]
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Coronavirus Forces Agencies To Rethink The Agency Employee Experience

Jay Pattisall March 12, 2020
Agencies’ pivotal role in the services marketplace means they too will feel the effects of the coronavirus pandemic. Combined with deferred travel and an increase in online meetings among agency staff and marketing clients, the coronavirus has effectively (if only temporarily) changed the way agencies work.
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FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins February 10, 2020
It’s Time To Treat The Discipline Of Software With Respect This isn’t another dig into an already told story about Iowa’s failed app. By now, everyone knows that the app — designed to collect caucus numbers in Iowa — bombed brutally (it ruined the nights of 1,600 caucus managers and countless others). Our insight: We must better embrace the challenges and importance of software with structures that […]
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The Creative Agencies Behind Super Bowl LIV Advertising

Jay Pattisall February 2, 2020
If you missed my take on how Super Bowl LIV highlights the new normal that agencies and advertisers face, you can read it here. There’s no shortage of media outlets previewing and prereleasing Super Bowl commercials. You can see the brands running ads during Super Bowl LIV at USA Today’s Ad Meter, Ad Age, Adweek, […]
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Super Bowl LIV Highlights The New Normal For Agencies

Jay Pattisall January 31, 2020
Advertising's premier event showcased the trends and obstacles that advertisers and agencies face.
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski January 13, 2020
AI, Privacy, And Transparency Dominate The Marketing Discussion At CES 2020 Rather than trolling the floor of the more than 4,400 exhibits at this year’s Consumer Electronics Show (CES) looking for the technology of the future, Jay Pattisall tried something different: listening to the conversations of marketers and agency executives for hot issues. Artificial intelligence […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski November 25, 2019
Dreamforce takeaways, Microsoft HoloLens 2, old meets new in electric cars, and more.
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Predictions 2020: Agencies Will Upgrade Or Fade Away

Jay Pattisall October 29, 2019
Economic uncertainty, performance pressures, and other forces will catalyze change in agency processes and capabilities next year.
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Blog

IPG Takes The Creative Leap With Kinesso

Jay Pattisall October 7, 2019
Activating The Holding Company The Interpublic Group of Companies (IPG) announced the creation of Kinesso, a martech company that will build products and software solutions to scale precision marketing. This move gives IPG the opportunity to power both media and creative with technology and data-driven solutions that use Acxiom as the data management layer and […]
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