Gartner Information Technology Research

Gartner Magic Quadrant for Global Digital Marketing Agencies


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


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

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.