Jay Pattisall

Jay Pattisall is a Principal Analyst at Forrester Research where he covers advertising agencies, creative services, and marketing technology, with a particular focus on how agencies are evolving in response to automation, AI, and shifting client demands. He is widely recognized for his research on agency business models, the consolidation of creative and media disciplines, and the growing role of in-house agencies. His analysis shapes how brands evaluate agency partners and how agencies position themselves in a rapidly changing landscape. Before joining Forrester, Pattisall spent over two decades working inside advertising agencies, giving him practitioner-level credibility that distinguishes his analyst work. He held senior roles at agencies including Arnold Worldwide and Havas, where he led integrated production and operations functions. This hands-on background informs his research on topics such as agency efficiency, the impact of generative AI on creative production, and the restructuring of agency holding companies. Pattisall is a frequent speaker at industry conferences and a go-to source for trade press covering the agency and AdTech ecosystem. His reports on topics like the future of the agency model, AI-driven creative automation, and brand safety have been cited broadly across the industry. He brings a rare combination of agency operational experience and rigorous analytical methodology to his coverage area.

Last updated Sep 9, 2026 by ATDb automated enrichment · Connections updated Sep 14, 2026