Avenue A Razorfish and OgilvyInteractive came in as industry leaders, according to the Forrester Wave Interactive Marketing Agencies Q4 Report, with Sapient close behind.
The report, which examines the interactive space each quarter, found that as consumers adopt more emerging technology channels, agencies have to be ready to design for these audiences. It also highlighted the growing role of measurement, analytics, social media and audience research.
According to the report, Razorfish and Ogilvy led because of their experience with emerging media, their audience reach and their overall strong comprehension of the interactive space. Sapient owes its success in the report to its ability to link technology to measurement.
Digitas followed close behind with its analytics and measurement abilities aiding its status. VML also appeared, owing its success to its understanding of the need to meet shareholder expectations.
Critical Mass and IMC also made the grade, making the strong performers list with its strengths coming from e-mail, search, display, creative and site design noted by Forrester.
