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Jay Pattisall, Principal Analyst, Forrester

Jay Pattisall issued a financial commandment to brand stewards who are prioritizing tech-led utility at the cost of agency creativity.

“Marketers: you need to move $19 billion out of technology and into creativity over the next six years,” he stated at the 2019 Cannes Lions International Festival of Creativity.

“It’s essentially a six-year growth plan for your clients and the CMO. It’s a gradual approach, where you shift fewer dollars in years one and two to allow for transition, and then you ramp up the spend towards the end, while maintaining the necessary technology investments.”