Gartner’s ranking of digital agencies sees Publicis.Sapient sitting pretty
A ranking of digital agencies has seen Publicis.Sapient take out the top two spots.
Razorfish and SapientNitro, both part of Publicis Groupe’s Publicis.Sapient stable, were named as leaders of the ‘Leaders’ in the ‘Gartner Global Digital Marketing Agency Magic Quadrant’ released this month.
They were joined in the ‘Leader’ quadrant by AKQA, IBM Interactive Experience, R/GA, Isobar, OgilvyOne Worldwide, iCrossing and another Publicis.Sapient stablemate, DigitasLBi.
The report’s authors noted the blurring of definitions of ‘digital’ in the marketing discipline, and indeed this assessment of ‘global digital marketing agencies’ includes traditional agencies, technology providers and management consultants.
For this year’s Magic Quadrant, Gartner looked at firms that focus on strategising, creating, executing and measuring customer-facing digital experiences
It said that to make the cut, providers needed to, “demonstrate an ability to deliver comprehensive strategic services, creative and content services, technology implementation, measurement, and analytics — and a close alignment with the marketing needs of global brands, whose leaders seek those specific competencies when choosing a marketing service partner.”
The digital marketing arms of the management consultancies are yet to break into the top quadrant. Accenture Interactive came very close but was ranked slightly too low on its ability to execute, despite having a well-rounded ‘completeness of vision’. Deloitte Digital had the opposite problem, falling short in its completeness of vision but having a good ability to execute.
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Source: Gartner ‘Magic Quadrant For Global Digital Marketing Agencies’, by Jay Wilson, Martin Kihn and Jennifer Polk, published 22 March 2016.