Length: 28 pages
For Customer Experience Professionals
April 11, 2007
The Forrester Wave™: Interactive Marketing Agencies — Web Design Capabilities, Q2 2007
Avenue A | Razorfish, Critical Mass, Organic, and R/GA Lead The Pack
by
Kerry Bodine
with
Harley Manning, Moira Dorsey, Ross Popoff-Walker, Adele Sage, Steven Geller
This is a document excerptEXECUTIVE SUMMARY
Forrester evaluated the Web design capabilities of leading interactive marketing agencies across 18 criteria. Our analysis identifies Avenue A | Razorfish, Critical Mass, Organic, and R/GA as Leaders — due in large part to their high scores on Forrester's Web Site Review and Brand Image Review methodologies. New to our rankings this year, Tribal DDB emerged as a Strong Performer, mostly on the merit of its exceptional online branding work. Other Strong Performers included Arc, Digitas, Fry, imc2, Molecular, and WHITTMANHART. IconNicholson, Macquarium, Sapient, and VML rounded out our list of agencies.
TABLE OF CONTENTS
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NOTES & RESOURCES
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Demand For Web Design Work Continues To Rise
Interactive Marketing Agencies Continue To Change And Evolve
Interactive Agency Web Design Evaluation Overview
Evaluation Criteria Emphasize Usability And Branding Capabilities
Evaluated Vendors Are Giants In The Highly Fragmented Web Design Market
We Graded Interactive Agencies Two Ways
Interactive Agencies Are Still Maturing
For Transaction-Led Web Projects, Three Agencies Emerge As Leaders
For Image-Led Web Projects, Two Agencies Stand Out
Vendor Profiles
Leaders
Strong Performers
Contenders
Supplemental Material
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Forrester conducted Web Site Reviews and Brand Image Reviews of two reference Web sites and evaluated one persona supplied by each agency. We also surveyed the agencies, interviewed their senior leadership, and spoke with two of their reference clients. The agencies included Arc Worldwide, Avenue A | Razorfish, Critical Mass, Digitas, Fry, IconNicholson, imc2, Macquarium, Molecular, Organic, R/GA, Sapient, Tribal DDB, VML, and WHITTMANHART.
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View vendor summaries for: Arc Worldwide, Avenue A | Razorfish, Critical Mass, Digitas, Fry, IconNicholson, imc2, Macquarium, Molecular, Organic, R/GA, Sapient, Tribal DDB, VML, and WHITTMANHART
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