Omnicom, Publicis, Dentsu, emerge as ‘Leaders’ in forrester media report
By Oluwaseyi Lawal
Forrester has released its latest “Wave” report on media management service providers, identifying three companies as industry “leaders”: Omnicom Media, Publicis Groupe, and Dentsu.
The report evaluates 12 key providers deemed by Forrester to be the most significant in the sector.
Following the leaders, five companies were categorized as “strong performers”: GroupM, IPG Mediabrands, PMG, Tinuiti, and Horizon Media.
Meanwhile, Stagwell, Havas Media Network, Dept, and Wpromote were classified as “contenders.”
Forrester report stated, “The collapse of the traditional marketing funnel sets brand marketing and performance marketing practices on a collision course.”
That development “opens an opportunity for companies to create better marketing experiences that match consumers’ nonlinear purchase expectations and drive higher ROI.”
According to the report, “Media management firms are responding by expanding their capabilities to execute across the consumer purchase journey, consolidating brand and performance specialists, acquiring companies to assemble capabilities and global scale, investing in proprietary technology, and organically stretching into full-service offerings.”
The report highlights that these efforts remain “a work in progress,” as providers continue to navigate the balance between scale and specialized expertise.
It evaluates and scores various capabilities, including media planning and buying, retail media, commerce, addressable media, influencer marketing, content production, and other facets of each company’s services. Strategic elements were also examined.
Additionally, Forrester gathered and analyzed feedback from clients of the firms featured in the report.
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