MAGIC QUADRANT FOR GLOBAL DIGITAL MARKETING AGENCIES
As traditional agencies, consulting firms and system integrators add capabilities and compete head-to-head for brand engagements, marketing leaders gain manifold options within the global digital marketing agency ecosystem. For this year's Magic Quadrant, Gartner looked beyond the ability of global digital agencies to meet current market needs. Rather, they used their analytical lens on an agency's ability to drive client growth through its keen interpretation of marketplace trends and deliver transformational technologies or approaches that meet marketers' future needs.
Gartner defines the global digital marketing agency landscape as service providers such as consultancies, traditional agencies and system integrators that focus on strategy, development, execution and measurement of customer‐facing digital experiences across the customer journey. For consideration, the companies needed to demonstrate comprehensive capabilities delivering strategic digital transformation, marketing services, creative and content services, technology implementation, and measurement and analytics. They needed to evidence a close alignment with the marketing needs of global brands, whose leaders seek those specific competencies when choosing a marketing service partner.