Forrester Report Picks Leaders In Marketing Creative And Content Services

Forrester has issued its latest report on Marketing Creative And Content Services providers which has selected three “leaders”: WPP’s VMLY&R, Omnicom Precision Marketing Group and Accenture. The report is part of the Forrester Wave series of evaluations of companies in different industry sectors.

The report, by Forrester principal analyst Jay Pattisall, identifies what it calls the 13 “most significant” players in the segment. In addition to the leaders, “strong performers” include Deloitte, S4 Capital’s Media.Monks, WPP’s Ogilvy, Omnicom’s BBDO and Publicis Worldwide.

So-called “contenders” include digital agency Dept, Interpublic’s MullenLowe and R/GA, Publicis Groupe’s Leo Burnett and dentsuMB.

The report credits WPP with consolidating a number of agencies under the VMLY&R umbrella to create an entity that “delivers its superior vision to ‘create connected brands’ with its idea-led approach to unite campaigns, customer experience, and commerce.”



Clients looking for a “marketing-technology-savvy creative and content services provider to execute big ideas across marketing campaigns and experiences should consider VMLY&R,” Forrester concludes.

The report credits OPMG as unit that “modernizes content with creative intelligence and automation prowess.” Agencies in the division include Credera, Critical Mass, and RAPP.

The agency’s differentiated investments in processes like a universal media/content taxonomy, AIpowered creative workflows, and expanded digital commerce partnerships make it a standout, per the report. Forrester believes its capabilities comprise a “mature mix of human/machine capabilities [that deliver] a higher percentage of automation revenue … Clients looking to scale campaigns with audience intelligence and connect brand to performance should consider working with OPMG and its agencies.”

Accenture, or more specifically Accenture Song (FKA Accenture Interactive) is cited for powering purpose-driven experiences by adding creativity to strong technology. It includes Accenture’s design and creative agency acquisitions, like Droga5 and “leads the market with its vision ‘to fuel purpose-driven brand experiences,’ as it places agency creativity at the core of technology consulting strength, energizing production, creative intelligence, and content relevance.”

“Clients looking for global execution of content, digital campaigns, and experiences with the capacity to add high-caliber creativity should consider Accenture,” the report asserts.

The report evaluates current agency offerings looking at creative content strategy services, creative intelligence, creative services, production services, dynamic creative optimization technology, digital development services, awards and accolades, and privacy expertise. Strategic capabilities and market presence are also probed.

The reports assesses just agencies with global reach and providers that “have significant interest from Forrester clients as evidenced by inquiries,” and other factors. It is not intended to represent the entire provider landscape within the marketing creative and content services industry.

The full report can be accessed here (for a fee).

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