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.

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Insights

Podcast

Will Digital Agencies Disappear?

What It Means February 29, 2024
As all marketing becomes digital marketing, the need for specialized digital agencies will shrink. What’s in store for the agency landscape, agency jobs, and the marketers who work with agencies? VP and Principal Analyst Jay Pattisall weighs in on this week’s podcast episode.
Blog

What Should Performance Marketers Actually Do?

Nikhil Lai February 22, 2024
I’m often asked about the technologies and processes entailed in planning, buying, and optimizing media. Much is written about that, including Forrester’s research on using technology to develop more compelling creative and how to improve TV advertising’s planning, buying, and measurement processes. I’m rarely asked, however, about the people that improve media’s results. The human […]

Global

Don’t Miss Our 2024 Predictions Deep Dive

Hear directly from the tech, CX, and B2B analysts behind our 2024 global predictions and get an important generative AI update from Forrester’s CEO, George Colony.

Blog

According To Our Latest B2C Marketing Survey, Data Deprecation’s Complexity Reigns

Nikhil Lai February 20, 2024
Every year, Forrester surveys over 1,000 marketing decision-makers around the world to learn about their priorities, challenges, and plans. For the past few years, four forces — consumers’ dissatisfaction with invasive audience targeting; browser and operating system restrictions; legislators and de facto regulators such as Apple limiting consumers’ trackability; and advertisers ceding control to walled […]
Blog

Super Bowl LVIII: Ratings, Rivalry, Love, And Advertising

Jay Pattisall February 6, 2024
$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 […]
Blog

Google Makes Good On Its Resolution To Deprecate Third-Party Cookies In 2024

Tina Moffett January 4, 2024
Marketers didn’t think that it would happen — here’s what to do now to ensure that customer data is ethically sourced and used.
Blog

How To Capitalize On Conversational Search

Nikhil Lai January 2, 2024
As generative AI becomes more deeply integrated into search engine results pages (SERPs), conversational search will grow. Learn what the change means for marketers.
Blog

Synchronize People, Processes, And Technologies To Lift Ad Creative’s Performance

Nikhil Lai December 12, 2023
My favorite holiday-themed ad is Hershey’s “Christmas Bells,” which debuted in 1989 thanks to the creativity of David Apicella at Ogilvy & Mather, among others. Since then, the ad has run every December. In a market crowded with viral creative such as Spotify’s Wrapped, Hershey’s pithy ad continues to perform. In just 15 seconds, the […]
Blog

Predictions 2024: Big Media Gets Its Mojo Back

Kelsey Chickering October 31, 2023
Big media gets its mojo back in 2024. Check out this preview of Predictions 2024: Media And Advertising and discover the trends that will define the year ahead.
Blog

Predictions 2024: The AI Era Accelerates Agencies From Services To Solutions

Jay Pattisall October 31, 2023
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.
Blog

Hollywood Strikes Spark AI Negotiations In Every Creative Industry

Keith Johnston October 5, 2023
Learn how the outcome of the Hollywood strikes could set a precedent for other creative industries grappling with the impact of AI.
Webinar

Spark An Innovation Culture With Design Thinking

Learn how CX leaders can use design thinking to create a culture of innovation and differentiate on superior CX action that anticipates and delivers on customers’ needs.
Blog

Invest In Demand-Side Platforms To Lift Productivity And Performance

Nikhil Lai August 24, 2023
Demand-side platforms (DSPs) are defined and confined by the acronym’s connotations. In 2007, when DSPs emerged, they coincided with the growth of real-time bidding, a practice since revealed to be rife with data leakage and brand safety concerns. At the time, DSPs met advertisers’ needs by connecting them to exchanges where publishers’ (mostly) desktop display […]
Blog

AI Advertising Is An Economic Multiplier, Provided You Own It

Jay Pattisall August 22, 2023
Marketers looking for cost savings from AI advertising should rethink it in the wake of a new decision upholding human authorship.
Blog

Growth Strategy In Action: Apple Plants New Seeds

Dipanjan Chatterjee August 7, 2023
Two months ago, I announced Forrester’s revenue growth framework. We reviewed academic research, evaluated practitioner models, spoke with CMOs, and studied best practices among companies to distill a framework to help our clients develop a structured approach to growing revenue. I’ve applied this lens to Apple’s latest earnings release to analyze the company’s growth strategy. […]
Blog

Generative AI Has Answers, But SEO Practitioners Are Still Guessing

Nikhil Lai July 6, 2023
We tackle two of the most common questions we're hearing about generative AI's potential impact on search engine optimization.
Blog

Generative AI Revolutionizes Marketing Creativity

Jay Pattisall June 1, 2023
Lean into generative AI to make marketing smarter, production faster, and creators more inspired.
Blog

The Upfronts Spotlight The TV Advertising Industry’s Lag

Nikhil Lai May 16, 2023
April showers bring May flowers and the TV upfronts. The ritual began in 1962, when ABC first scheduled all of its primetime programming to premiere during a single week in September. Since then, the medium of TV has evolved rapidly, but the upfronts have not. Consumption continues to grow across smartphones and smart TVs, satisfying […]
Blog

Need A New B2B Marketing Agency? Ditch The Pitch, And Do This Instead …

John Arnold May 8, 2023
Looking for a new B2B marketing agency? You’re not alone. Fifty-nine percent of B2B marketing decision-makers are planning to increase outsourced services this year. And B2B organizations already spend more than 12% of their marketing program budgets on agency fees. In fact, agency fees are the largest percentage of B2B marketing program budgets. When B2B […]
Blog

Ditch The Pitch: $12.5 Billion Per Year Is Spent On A Dysfunctional Agency Review Process

Jay Pattisall May 8, 2023
A lengthy, dysfunctional review process costs agencies and their clients $12.5 billion per year. It’s time to change agency selection.
Blog

Publicis Groupe Brings Substance To Super Bowl LVII Commercials

Jay Pattisall February 13, 2023
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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