The Forrester Wave™: Interactive Marketing Agencies, Q4 2007

Forrester's evaluation of leading interactive marketing agencies across 52 criteria revealed a market adept at handling today's digital campaigns but lacking the thought leadership to drive more comprehensive brand strategies. In the current environment, OgilvyInteractive, Avenue A | Razorfish, Sapient, and Digitas lead because of their breadth of experience with interactive marketing campaigns utilizing many different channels (email, search, display ads, and emerging channels), as well as strong measurement and analytics capabilities. Strong Performers include VML, based on its strategic guidance, and Critical Mass and imc2, with their interactive skills rooted in Web site design. All of the agencies in this evaluation still have a lot of work ahead of them to prove that they have the acumen, vision, and road map to lead broader cross-channel marketing and brand strategies.