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Is Bigger Better? Midsize Digital Agencies Lead To Experience Success

Ted Schadler 9 hours ago

We recently evaluated 12 midsize digital experience agencies in “The Forrester Wave™: Midsize Digital Experience Agencies, Q4 2018.” While nobody likes the word “midsize,” we all should pause and consider why bigger doesn’t always mean better. In the 36 customer reference calls, we heard over and over again that these smaller specialists — 500 to 2,700 […]

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Rethink The In-House Agency Hype

Jay Pattisall 3 days ago

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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Seeking Magic Moments — Why It’s Time To Tune Up Your Digital Experience Stack

Allen Bonde July 20, 2018

The legendary R&B singer and songwriter Ben E. King got it so right in the Drifters’ 1960 recording of “This Magic Moment.” The song is timeless because it tells a classic tale of a first kiss. It also captures a moment in time in words and song that reminds us of the power of storytelling, […]

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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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Predictions 2018: Who Will Win And Who Will Lose Across The Media Landscape

Susan Bidel November 8, 2017

Media, so vital to the wellbeing of the economy, has endured a turbulent year. Marketers questioned the quality of the supply chain. Agencies reorganized to reinforce their value proposition. Ad tech continued to consolidate. Publishers scrambled to make money and keep their two sets of customers – consumers and advertisers – happy. While that short […]

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