360i, VML and R/GA Are Forrester's Latest Top Lead Agencies

Consultant and research firm Forrester has identified Denstu’s 360i, WPP’s VML and Interpublic’s R/GA as the leaders of the pack in its latest “Lead Agencies” report issued this week. Others making the lead agency cut include Barkley, Publicis NA, Havas Worldwide, mcgarrybowen and Hill Holliday.

The agencies were evaluated on 23 criteria identified by the consultant as qualities and capabilities necessary to help clients succeed in the “post-digital” world. Mission critical capabilities, Forrester opines, include: “Innovative data mining to reveal actionable human insights, customer experience capabilities and tools and processes that facilitate fast, diverse collaboration.”

Leaders, added Forrester, also prioritize “dynamic cultures that start with thoughtful recruiting of post-digital thinkers.”



360i, per the report, “sets the new pace for lead agencies with its ability to both deliver digitally-led strategies and help clients adapt internally to fully realize those strategies, with investments such as an experience design capability and an organizational consulting practice.” Its ability to uncover consumer truths, track data-fueled consumer journeys and develop subsequent campaign strategies are key strengths.

VML was cited for its “omnichannel-friendly creative, client service and purposeful approach,” according to agency clients that Forrester talked to. “The agency’s strong corporate vision focuses on changing the way brands use communications and technology to connect with consumers. Along with creative and brand strategy, VML continues to invest in mobile development and global platform implementation to maximize the depth and breadth of digital experience opportunities it provides clients.”

R/GA, the report concluded, “works best with clients who want not only innovative ways of communicating their brand value but also reimagined ways of experiencing it, down to new products and services.”  It also credited the agency with delivering a “full-service, integrated one-stop shop,” that shows clients “how you use digital to really make an impact.”

More from the report can be found here

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