WPP, Omnicom and Publicis have all been named as leaders in global marketing services in ‘The Forrester Wave’ Q3 2022 report.
The Forrester Research-led report assesses agencies against 17 criteria spanning three categories: ‘current offering’, ‘strategy’, and ‘market presence’.
The highest scoring marketing providers “orchestrate their vast expertise in digital experience (DX), data, creative, and media with fluidity, not friction.”
While WPP received the highest scores possible in seven criteria, Omnicom received the best scores in five. Publicis was also the highest ranked company in both ‘current offering’ and ‘strategy’ categories.
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The Forrester report believed that WPP ‘pioneered’ end-to-end marketing solutions with global creativity and scale.
“We are very proud of the strides our business has made to realise our ambition to be the creative transformation company,” WPP CEO Mark Read said.
“To us, receiving independent acknowledgement as a leader in this evaluation for our strategy, current offering, and market presence reinforces our belief that we are delivering what our clients need – wherever they are in the world.”
Separately, Forrester Research noted that Omnicom stood out for its innovation and the fact that it ‘integrates’ media, content and performance. Principal analyst Jay Pattisall also claimed that the group “bests the market in creative and content.”
“We received the highest possible scores in criteria in critical areas of our business: creative and content services, media management services, integration services, innovation road-map, and talent management,” Omnicom Group CEO and chairman John Wren said.
“Clients are looking for their partners to turn disparate capabilities into integrated, global marketing solutions. We believe these criteria show we are well equipped to design end-to-end campaigns that brands need to reach consumers wherever they are.”
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As for Publicis, the report noted that the group champions integration with a connected tech and services approach.
“It has some of the strongest marketing capabilities in the evaluation, especially for media and data,” Forrester Research said.
Publicis Groupe chairman and CEO Arthur Sadoun added: “The strength of our truly differentiated model continues to stand apart from the industry.”
“We are proud to be named a leader, not only for our vision, but in recognition for us that with future-proofing acquisitions like Epsilon and Sapient, integrated with our media and creative operations, we have unique capabilities to help our clients transform their marketing, optimize their spend and grow their business in these dynamic times.”
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