Gartner Research

Gartner Magic Quadrant for Global Digital Marketing Agencies


To match the CMO's broader remit and fill critical gaps, marketing agencies and consulting firms are expanding their digital transformation capabilities. Marketing leaders seeking a partner for global marketing strategy and execution should use these insights to guide agency selection.

Published: 21 March 2018

ID: G00328384

Analyst(s): Jay Wilson , Lizzy Foo Kune , Ewan McIntyre , Christopher Ross

Table Of Contents

Market Definition/Description

Magic Quadrant

  • Vendor Strengths and Cautions
    • Accenture Interactive
    • AKQA
    • Cognizant
    • Deloitte Digital
    • Digitas
    • Epsilon
    • Havas
    • Huge
    • IBM iX
    • iCrossing
    • Isobar
    • Merkle
    • Mirum
    • MRM//McCann
    • Ogilvy & Mather
    • Proximity
    • PwC Digital Services
    • R/GA
    • SapientRazorfish
    • VML
    • 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

  • Agencies Struggle to Differentiate
  • The Broader CMO Remit Changes the Competitive Scope
  • Agencies Strive to Fill Gaps and Secure Relevance
    • Providing Business Value With Customer Data
    • Embedding Agency Talent In-House
    • Ensuring Diversity, Gender Equality and Safe Work Environments

Gartner Recommended Reading

  • Ability to Execute
  • Completeness of Vision

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