Credit: Florian Schmetz via Unsplash
The world’s leading media agencies are Omnicom Media Group (OMG), Publicis Groupe and dentsu, according to analysis, a form of buyer’s guide, by Forrester.
The global consultancy’s latest Wave report identifies leaders and strong performers and how each measures up in an exercise aimed at helping marketers select the right provider.
The quarterly Wave reports come in the form of a chart, with one axis calcualting strength of offering and the other strength of strategy.
OMG sits at the top of the chart. The group received 5/5 scores in criteria including Martech and Adtech Implementation, Media Responsibility, Principal-Based Buying, Content Production and Broadcast Buying.
And OMG received the highest possible scores in three out of five of the criteria within the strategy category, including Innovation, Partner Ecosystem and Pricing Flexibility and Transparency.
According to the evaluation, “Reference customers note the agency’s transparent business practices, trustworthy relationships, and strength of Omni technology for media and business intelligence.”
Forrester said OMG is a good fit for enterprise brands with ambitions to integrate media and creative impact with transparent technology and partner solutions.
“The agency provides comprehensive media, data, and technology solutions through its brands Hearts & Science, OMD, and PHD,” said Forrester.
“Its parent company, Omnicom Group, expanded OMG’s capabilities in 2023 with the acquisition of Flywheel Digital.”
Next on the leaders list comes Publicis Media, the second-largest media buyer globally and largest in North America.
“Publicis Media is a good fit for enterprise brands that desire centralised media services to connect intelligence, scale, and advantageous rates,” said Forrester.
The third in the leader category is Dentsu, the fourth-largest media buyer globally and in the US, delivering full-service media, data and technology services through its Carat, iProspect, and dentsu X brands
“Dentsu is a good fit for brands aiming to make impact with media innovation, operational rigour, and client leadership at a global scale,” said Forrester.
The Strong Performers category is headed by GroupM, followed by PMG, Tinuiti, IPG Mediabrands and Horizon Media.
The Contenders list: Stagwell, Wpromote, Havas Media Network, DEPT.
“The collapse of the traditional marketing funnel sets brand marketing and performance marketing practices on a collision course and opens an opportunity for companies to create better marketing experiences that match consumers’ nonlinear purchase expectations and drive higher ROI,” Forrester said in its report
“To meet this moment, brands need a full-funnel marketing strategy that unites media scale with execution quality and marketing precision with brand persuasion.
“Media management services providers are responding by expanding their capabilities to execute across the consumer purchase journey, consolidating brand and performance specialists, acquiring companies to assemble capabilities and global scale, investing in proprietary technology, and organically stretching into full-service offerings.
“This is a work in progress, as the tension between scale and skill continues to play out within providers.”
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