Length: 28 pages For Customer Experience Professionals
Kerry Bodine 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

NOTES & RESOURCES

itemDemand For Web Design Work Continues To Rise

itemInteractive Marketing Agencies Continue To Change And Evolve

itemInteractive Agency Web Design Evaluation Overview

itemEvaluation Criteria Emphasize Usability And Branding Capabilities

itemEvaluated Vendors Are Giants In The Highly Fragmented Web Design Market

itemWe Graded Interactive Agencies Two Ways

itemInteractive Agencies Are Still Maturing

itemFor Transaction-Led Web Projects, Three Agencies Emerge As Leaders

itemFor Image-Led Web Projects, Two Agencies Stand Out

itemVendor Profiles

itemLeaders

itemStrong Performers

itemContenders

itemSupplemental Material

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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Analyst: Kerry Bodine
Technology: Customer Experience, Customer Experience Management, Interactive Marketing, IT Services, Marketing & Advertising, Marketing Automation, Marketing Service Providers, Systems Integration
Industry: Business-To-Consumer eCommerce, eBusiness/eCommerce
Geography: North America
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