Gartner Research

Magic Quadrant for Global Digital Marketing Agencies

Published: 21 March 2018

ID: G00328384

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

Summary

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.

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

Context

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

©2019 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