Gartner Research

Market Guide for Global Digital Marketing Agencies

Published: 06 June 2022

Summary

As CMOs face increased pressure for business growth, they rely on global digital marketing agencies to support digital business initiatives and to develop and execute effective marketing strategies. Use this research to assess which agencies may be best suited to help accelerate short- and long-term goals.

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Overview

Key Findings
  • Driven by budget pressure, significant business model changes, hiring challenges and a desire for more new capabilities and innovative thinking, agency searches have soared by over 50% in the past year.

  • Marketers spend, on average, 23% of their budgets on agency fees, making these partnerships some of the most consequential in achieving marketing success.

  • However, marketers tend to shortchange the process of agency selection — and, through lack of ongoing performance evaluation, may stick with existing agencies long after the relationship has soured.

  • The global digital marketing agency landscape is constantly in flux, and many agencies try to be “all things

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