A source passed us this report by Forrester, the tech-oriented market research company, which reveals the most impactful players in the mobile ad landscape.
Based on a 37-criteria evaluation, Forrester delegated companies into four “waves”: Leaders, strong performers, contenders, and “risky.” Forrester singled out these nine agencies as the leaders of the mobile marketing business:
- SapientNitro, AKQA, Ogilvy, TribalDDB, and Razorfish were identified as the leaders of the pack.
- iCrossing, VML, Possible Worldwide, and Rosetta, on the other hand, were strong leaders.
Here’s how they compare:
There is room for growth. Forrester predicts that the number of mobile Internet users will increase by 9 per cent a year for the next five years.
Now see what all of the agencies are doing wrong>
Here’s how Forrester thinks the agencies can improve:
SapientNitro: Forrester only had positive things to say about the agency which “received the highest client scores across all criteria among all of the agencies in this evaluation.”
AKQA:. “One area where AKQA could improve is in showing off some of its not-so-sexy mobile marketing skills and tactics, as the agency has proven its ability to build solid work for less adventurous clients too, not just for the bleeding-edge few. By highlighting this, AKQA would better show how well-rounded an agency it really is.”
Ogilvy: “While its focus on its long-term, big-picture approach to mobile is exceptional, the agency would benefit from paying just as much attention to more immediate needs — especially in the areas of execution technology and methodology.”
TribalDDB: “There is room for improvement in the way the agency approaches post-launch optimization. Its efforts are satisfactory today, but TribalDDB has an opportunity to raise them to the exemplary level of the rest of its execution skills.”
Razorfish. “The agency would have scored higher in the Leaders section if it weren’t for one criterion: value. The clients we spoke with feel that Razorfish costs more than other agencies with comparable services.”
iCrossing: “While clients do feel that iCrossing has a solid strategic methodology, some report that it’s perhaps too rigid. The agency would do well to ensure that its approach to strategy and execution is strong enough to produce great results, but nimble enough to adapt to the unique needs of each client.”
VML: “VML is undervaluing its strategic expertise by not challenging its clients to think as innovative ly as possible. Delivering what clients ask for will always earn an agency a good reputation. Responsibly pushing the envelope will make it a thought leader.”
Rosetta: “Like Razorfish, Rosetta’s clients feel the agency is not pricing its services competitively. Rosetta’s management team also has bit less mobile experience than the managers of its competitors.”
Possible Worldwide: “The agency’s current offerings are less mature than the other agencies’ in this Forrester Wave. Possible Worldwide also has a lower retention rate that the other agencies we studied because it still does a large amount of project-based work.”
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