Wave Report

The Forrester Wave™: Search Marketing Agencies, Q4 2006

iProspect Leads, With Reprise Media, iCrossing, IMPAQT, and 360i In A Dead Heat For Second Place

November 21st, 2006
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
With contributors:
Charlene Li , Tenley McHarg

Summary

Forrester's evaluation of integrated search marketing agencies across 56 criteria revealed a set of players still maturing their capabilities and visions. iProspect leads the study because of its consistent capabilities across all criteria, while most other vendors excelled in one area but lagged in another. Reprise Media, iCrossing, IMPAQT, and 360i are all Strong Performers — Reprise for its integration capabilities, iCrossing for its search engine optimization and customer analytics skills, IMPAQT for its predictive modeling and flexible boutique approach, and 360i for its research-based planning process. In taking a professional services approach, Outrider — the study's sole Contender — lacks the automation of competitors' proprietary tools, but it does provide highly customized services, a global presence, and access to myriad agencies through its parent, WPP.

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