Not a news flash: Media agencies are under immense pressure.

That was true long before the pandemic. But agencies have also made big investments in data and technology over the last few years that are starting to bear fruit.

This week on The Big Story, special guest Jay Pattisall, a principal analyst at Forrester, calls in to dish about Forrester’s most recent wave examining which media agencies are at the top and why.

The agencies that did best had the most centralized offerings, meaning they’ve got their own tools – and they actually know how to use them.

UM, for example, placed first largely because of its data services division, Kinesso, built from the Acxiom acquisition. WPP, on the other hand, was considered a strong performer in the wave but got dinged for its decentralized approach of working with many different platforms.

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