News•Apr 21, 2023
The Forrester Wave ranks Credera parent groups OPMG and Omnicom among the "Leaders" in marketing Wave evaluations
In 2022, Forrester, a leading global research and advisory firm, released its Forrester WaveTM reports, identifying and evaluating the most significant service providers in various MarTech and strategy categories. Omnicom Precision Marketing Group (OPMG), Credera’s parent company within Omnicom Group, and Omnicom Group itself ranked as a leader in two Wave reports, and as a strong performer in a third.
In The Forrester Wave™: Marketing Creative and Content Services, Q3 2022, Forrester ranked OPMG as one of three “Leaders.” OPMG is a network of digital agencies and consultancies with 8,000 professionals delivering creative and content services. OPMG leads Omnicom Group’s creative AdTech backbone and modernizes content with creative intelligence and automation.
Within OPMG, Credera leads customer strategy, experience design, modern marketing transformation, and digital and MarTech enablement from strategy through execution. With delivery centers around the globe, Credera’s and OPMG’s robust scale supports personalized strategies and services to lead successful outcomes for large-scale, innovative clients.
Forrester also listed Omnicom Group as a “Leader” in The Forrester Wave™: Global Marketing Services, Q3 2022 report and, prior to that, a “Strong Performer” in The Forrester Wave™: Global Digital Experience Services, Q2 2022 report. In the latter report, Omnicom received in the highest scores possible in seven criteria, including customer experience strategy services, and digital marketing strategy/implementation services . We feel Credera contributed to these marks through work with fellow Omnicom agencies to bring our marketing transformation strategy and implementation expertise and related client results.
“To have a respected third party like Forrester recognize our firm and sister agencies as a part of OPMG and Omnicom is a true honor,” said Justin Bell, global CEO & president of Credera. “Our teams do world-class global work, and we believe it’s being detected by independent researchers.”
Our key results from one of the evaluations for Credera parent OPMG
In the Q3 2022 Marketing Creative and Content Services Wave:
OPMG ranked highest in the strategy category and second highest in the current offering category
On a scale of 0 (weak) to 5 (strong), OPMG scored a 5 in six criteria within the current offering and strategy categories.
Forrester’s report stated:
“Clients looking to scale campaigns with audience intelligence and connect brand to performance should consider working with OPMG and its agencies.”
“OPMG stands apart from others in this evaluation for its creative intelligence, dynamic creative optimization (DCO) services, and caliber of creativity, underscored by significant recognition in industry awards.”
“The agency’s roadmap to deliver its vision — enabling clients to predict, personalize, and optimize every interaction — is based in market-leading workforce automation, which results in a mature mix of human/machine capabilities and a higher percentage of automation revenue.”
Forrester WaveTM methodology
The Forrester Wave™ is “a guide for buyers considering their purchasing options in a technology marketplace and is based on [Forrester’s] analysis and opinion,” evaluating the top providers in the market in the following related areas:
Marketing Creative and Content Services
Global Media Services
Global Marketing Services
Global Digital Experience Services
Customer Data Strategy and Activation Services
Forrester first conducts primary research to identify the service providers that might be included in each Wave. Service providers are then narrowed down to those who meet key inclusion criteria. For the Marketing Creative and Content Services Wave, for example, the criteria includes global reach, a robust portfolio of products and services related to the Wave category, and relevance to Forrester clients.
Once the final providers are selected for each Wave, they each must complete a detailed questionnaire and conduct product demos or service briefings. Forrester evaluates their responses against the following criteria for the Marketing Creative and Content Services Wave: Current offering (reflected in the providers’ vertical axis positions in the Forrester Wave graphs); strategy, including vision, execution roadmap, planned enhancements, and automation (reflected in the horizontal axis positions); and market presence, including revenue, number of customers, and number of employees (reflected in the size of the providers’ circles on the graphs).
Forrester’s methodology also includes asking each vendor participant to provide customer references and questioning the customers about their experiences with the vendors’ services. Thus, the reports indicate real customer-backed testimonials and data from the marketplace.
Credera is a global, boutique consulting firm that creates measurable results at the intersection of strategy, data, transformation, and technology. Credera and our network of affiliated companies work with the best companies in the world, from strategy through execution, to serve clients globally through our offices in 16 countries. Credera’s deep business acumen and technical expertise, combined with a true dedication to building trusted relationships, unlocks remarkable performance for our clients. Our mission is to make an extraordinary impact on our clients, our people, and our communities. Visit us at www.credera.com.
About Omnicom Precision Marketing Group
Omnicom Precision Marketing Group (OPMG) aligns Omnicom's global digital, data, and CRM capabilities to deliver precisely targeted and meaningful customer experiences at scale. Using its universal framework of connected data, connected intelligence, and connected experiences, OPMG provides services that include data-driven product / service design, AdTech / MarTech strategy and implementation, CRM / loyalty strategy and activation, econometric and attribution modeling, and digital experience design and development. At the core of these services is Omni, a marketing orchestration system that combines a powerful cultural insights engine with massively scaled data from first-, second-, and third-party sources to deliver a single view of consumers and better intelligence and outcomes for our clients.
About Omnicom Group
Omnicom Group (omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations, and other specialty communications services to over 5,000 clients in more than 70 countries.
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