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Gartner reveals leaders, challengers, visionaries and niche players in digital marketing

OgilvyOne Worldwide, SapientNitro, Razorfish, Isobar are few among the leaders in the quadrant. McCann, FCB, Wunderman are some among the challengers

BestMediaInfo Bureau | Mumbai | April 14, 2016


Gartner’s recent report reveals the leaders in the Magic Quadrant for Global Digital Marketing Agencies. Gartner is the world’s leading information technology research and advisory company. As marketers transform businesses, they often seek for an agency to support their achieving goals.

The Magic Quadrant analyses digital marketing agencies that compete on the global stage. Agencies are evaluated on how well they are executing their vision for digital marketing through client references, as well as investments in their people, methodology, research and development.

In a clockwise order, the quadrant has leaders, visionaries, niche players, and challengers. Some of the leaders who are present in India include, SapientNitro, Razorfish, DigitasLBi, Isobar and OgilvyOne Worldwide. IBM Interactive Experience, R/GA, iCrossing AKQA have international presence.

Visionaries include Mirum, Wieden+Kennedy and Accenture Interactive. Niche Players have agencies like Havas Worldwide, VML, Possible and Cognizant. Lastly, challengers include MRM/McCann, Deloitte Digital, PwC Digital Services, Wunderman and FCB.

Gartner defines the quadrants based on different qualities. Leaders possess deep, broad capabilities across all competencies, most notably related to strategic services (which include business strategy and digital business transformation skills). Challengers have a proven ability to execute their current offering but haven't yet executed a digital marketing vision on the scale of the Leaders. Challengers can become Leaders if their vision develops and they implement client engagements that move the market forward.

Visionaries align with the market's evolution but lack a proven depth and breadth of services or a demonstrated execution of their marketing vision through deeper client engagements. Lastly, Niche Players may demonstrate proven prowess in a specific market segment, or they have limited ability to innovate or outperform other providers.

Some of the additions from last year include Cognizant, PwC Digital Services, Mirum while Rosetta and Meredith Xcelerated Marketing (MXM) were dropped this year.

Click here to view a detailed report with the strengths and cautions of each of the agencies.


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