Gartner Information Technology Research

Gartner Magic Quadrant for Global Digital Marketing Agencies

Summary

Competition among digital marketing agencies heats up as CMOs face pressures to transform every dimension of the marketing organization. Providers with business transformation skills lead the market.

Published: 05 December 2013

ID: G00251602

Analyst(s): Richard Fouts, Adam Sarner , Andrew Frank , Martin Kihn

Table Of Contents

Market Definition/Description

  • The Competitive Landscape Expands
  • Business Strategy Becomes an Even Higher Priority Skill
  • New Players Address Deficits in Creative Services
  • Pressure to Transform Moves Beyond "the Obvious"
  • Analytics Increasingly Drive the Digital Experience
  • Data Giants Invade Agency Turf
  • Consolidation Continues

Magic Quadrant

  • Vendor Strengths and Cautions
    • Accenture Interactive
    • AKQA
    • Deloitte Digital
    • DigitasLBi
    • Draftfcb
    • IBM Interactive
    • iCrossing
    • Meredith Xcelerated Marketing
    • MRM Worldwide
    • Ogilvy
    • Razorfish
    • R/GA
    • Rosetta
    • SapientNitro
    • VML
    • Wieden+Kennedy
    • Wunderman
  • Vendors Added and Dropped
    • Added
    • Dropped

Inclusion and Exclusion Criteria

Evaluation Criteria

  • Ability to Execute
  • Completeness of Vision
  • Quadrant Descriptions
    • Leaders
    • Challengers
    • Visionaries
    • Niche Players

Context

Market Overview

  • Growth Drives the Agenda
  • Leaders Move Beyond the Promotional P
  • Clients Look to Compete on the UX
  • All Sectors Are Under Pressure to Market in Real Time
  • Demand Increases for Creative and UX Design Talent
  • Agencies to Watch

Gartner Recommended Reading

  • Ability to Execute
  • Completeness of Vision

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