Advertising Agencies

Traditional advertising agencies find their business models under threat. But advertising agencies still deliver services crucial to brands. Read our insights on M&As, trends, and case studies to understand the direction of agencies.

Insights

Blog

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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Podcast

CMOs Face Difficult Agency Decisions

What It Means July 16, 2020
The coronavirus pandemic has forced many firms to drastically cut marketing spending and reevaluate their agency relationships. In this episode of What It Means, Principal Analyst Jay Pattisall reviews the latest changes and what options CMOs have going forward.
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End Marketing Dissonance

Marketing effectiveness is hindered by a gap between marketers’ perceptions and customers’ realities.

Podcast

The Future Of Advertising

What It Means July 2, 2020
The Wild West days of digital advertising are over. The next phase of advertising will focus on the customer experience. In this episode of What It Means, we feature VP and Principal Analyst Joanna O’Connell’s recent CX North America keynote discussing the future of advertising.
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Blog

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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Blog

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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Blog

Publishers Shift Focus From Advertiser To Customer

Collin Colburn February 18, 2020
Publishers are placing their bets on consumers, investing in quality content and better subscriber experiences. Yet they know they still need ad dollars to thrive.
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Blog

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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Blog

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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Podcast

2020: Agencies Turn Inward To Meet Performance Demands

What It Means January 9, 2020
Mounting pressures on marketing leaders to deliver better brand experiences are forcing agencies to evolve. On this week’s What It Means, Principal Analyst Jay Pattisall discusses the changes ahead for agencies in 2020 and beyond. 
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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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Blog

The Future Of Creative Agencies Requires Taking A Human + Machine Leap

Jay Pattisall September 23, 2019
Agency data and technology capabilities are taking center stage as every CMO feels the mounting pressure for more performance from their marketing and media investments. Agencies are betting heavily on data and building audience activation platforms to deliver growth, efficiency, and scale. These moves are paying off in media. However, the promise of data-driven creative […]
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Blog

McDonald’s Creative Shift Is A Blow To The Future Of Creativity

Jay Pattisall September 20, 2019
When brand creativity is separated from digital execution, the work can’t work together. The absence of creativity has led to digital sameness and stagnant customer experience. Learn more.
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Blog

Meet The Performance Marketing Agencies

Collin Colburn September 18, 2019
I’m excited to share that “The Forrester Wave™: Performance Marketing Agencies, Q3 2019” is live. This is the newest iteration of one of Forrester’s longest-running Wave evaluations: search marketing agencies. We first evaluated search marketing agencies in 2006, led by my colleague Shar VanBoskirk. Since then, we’ve done six Waves from 2006 to 2017. In […]
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Blog

TV Is Dead! Long Live TV! (A Forrester New Wave™ On Cross-Channel Video Ad Platforms)

Joanna O'Connell September 11, 2019
It’s become de rigueur for digital types to claim that traditional TV advertising is fast becoming obsolete. And they’re not entirely wrong. But they’re also not entirely right. Long and short, it’s complicated. Doubtless, the industry — among them media companies, brands that’ve long counted on TV for needed reach and frequency, and big media […]
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Blog

The CMO/CIO Paradox

Keith Johnston August 27, 2019
CMO-CIO collaboration is critical to delivering the rich digital experiences that customers have come to expect. Forrester VP and Research Director Keith Johnston explains why good CMO-CIO partnerships are still rare and what it will take to change that.
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Blog

Don’t Waste Your Creativity Spend As You Fight Digital Sameness

Andrew Hogan July 15, 2019
Is your CMO considering shifting investments in marketing technology toward the services of creative agencies, as Forrester recommends? You should find out — because one of two possible scenarios will play out. The winning scenario: If you 1) boost your internal design team and better integrate brand; 2) contract with firms that apply human-centric design; and […]
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Blog

The Cost Of Losing Creativity

Jay Pattisall June 18, 2019
  Agencies’ creative perspective, the very currency of the business, is at risk and can only be realized by shifting billions from tech to fund creative differentiation. “The value of agency creativity is at risk of disappearing.” The marketing industry is woefully out of balance, from agency/client relationships to new business requirements and compensation. The […]
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Blog

Differentiate Your Brand With An Experience Architecture

Ted Schadler May 1, 2019
“When everyone is super, no one will be.” Little did “The Incredibles” villain Syndrome know that he was predicting the challenge of both digital experiences and customer experience itself. (Those scores are flat or down over the last three years.) Sure, your coffee app and online retail store work great. Check. Your banking site takes […]
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Blog

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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Blog

Let’s Unpack The Latest Agency Acquisition — Epsilon + Publicis = ?

Fatemeh Khatibloo April 16, 2019
On Monday, Publicis Groupe officially announced its plans to acquire marketing services agency and loyalty provider Epsilon-Conversant from Alliance Data Systems for US$4.4 billion. We predicted this acquisition months ago, since IPG’s purchase of Acxiom and Dentsu Aegis Network’s (DAN) purchase of Merkle left Publicis as the only holding company without a significant data management […]
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