New York: Publicis Media agencies Zenith and Starcom were named a Leader and a Strong Performer, respectively, in The Forrester Wave™: Global Media Agencies, Q3 2018. Both agencies were among the select companies that Forrester invited to participate in this evaluation of the media agency landscape.
Zenith received the second-highest score in the Strategy and Current Offering categories, and was recognized for its ability to converge commerce and media to drive client growth. The report noted that the agency’s heritage as one of the first independent media networks “sets the stage for its vision to master the newly converging media and commerce landscape,” and cites itsinvestments in eCommerce, personalization, marketing consulting, automation, AI and data visualization skills and tools. The report also states that “Zenith shows strength in its own strategic vision, analytics, performance marketing and data sciences.”
Starcom was named a strong performer, and was noted for its ability to blend operational excellence with digital prowess. According to the report, Starcom’s “reputation as a strong media operations partner has allowed it to catch up its data practice and integrated approach to planning and activation.” The report also cites that “Starcom shows strength in operationalizing its HX process into media strategy, communications planning, buying and activation.”
Zenith and Starcom, were evaluated on 23 different criteria that assessed their current offering, strategy and market presence. Both were recognized for their collaboration with partner agencies and their approach to brand safety.
This report builds on a successful year for Publicis Media agencies scoring across Forrester Wave™ reports – with Performics being named a Leader in The Forrester Wave™: Search Marketing Agencies, Q4 2017and Digitas named a Strong Performer in the The Forrester Wave™: Digital Experience Service Providers, Q4 2017.
Key points:
This is the first formal evaluation Forrester has done on the global media agency landscape.
Forrester is an important third party research firm who serves CMOs often seeking their I nput, analysis and perspective as they explore new agency partnerships (this puts us top of mind among CMO decision-makers).
Zenith and Starcom were among the top three agencies listed.
Key points on Zenith’s performance:
o Ranked a Leader by Forrester, Zenith was recognized for its “vision to master the newly converging media and commerce landscapes” and for its “investment in eCommerce, personalization, marketing consulting, automation, AI and data visualization skills and tools”.
o The report cites that “Zenith shows strength in its own strategic vision, analytics, performance marketing and data sciences”.
Forrester concluded that: “Zenith is a good fit for companies with complex data, analytics and marketing tasks. We like its moves to expand capabilities in consulting, strategy, data and technology”.
Key points on Starcom’s performance:
o Ranked a Strong Performer by Forrester, Starcom was recognized for its ability to blend operational excellence with digital prowess.
o The report cites that “Starcom shows strength in operationalizing its HX process intomedia strategy, communications planning, buying and activation.”
o Starcom was also recognized for its collaboration with partners, partner agencies and approach to brand safety.
