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 recognised 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 its investments in eCommerce, personalisation, marketing consulting, automation, AI and data visualisation skills and tools.
The report also states that “Zenith shows strength in its own strategic vision, analytics, performance marketing and data sciences.”
Commenting on the recognition, Zenith Australia CEO Nickie Scriven said: “We are thrilled to be acknowledged by Forrester, an independent and credible third party, for driving positive client outcomes and ROI through marketing consulting, personalisation, AI, automation and data visualisation.
“Our expertise in consumer journey mapping, coupled with our CX Tracker data, insights and visualisations through the CX Data Hub, provides our clients with 24/7 access to media performance and actionable insights that we use to build brands, tweak messaging and ultimately drive business growth and ROI.”
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 operationalising its HX process into media strategy, communications planning, buying and activation.”
Starcom Australia CEO Toby Barbour said: “The acknowledgement in the Forrester report is great recognition of the Starcom brand evolution from media to business partner obsessed with client value creation.
“As the ‘Human Experience Company’ our approach in HX to understand what people want and brands need to drive both business and human outcomes is a simple and powerful way of working, and recognises the change in consumer behaviour enabled by technology challenging most businesses today.”
Zenith and Starcom were evaluated on 23 different criteria that assessed their current offering, strategy and market presence.
Both were recognised for their collaboration with partner agencies and their approach to brand safety.