Why marketers need to redirect $19bn to agency creativity

Forrester, the research firm, believes that marketers need to redirect a significant portion of their tech spending to agency creativity in order to more effectively build their brands.

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.

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