Parent company Omnicom Group pointed out that OPMG earned the highest possible scores in creative and content production, creative commerce, influencer marketing, partner ecosystem, performance creative, pricing flexibility and transparency, and talent strategy criteria.

“Customers point to OPMG’s Critical Mass agency as a pocket of creativity and credit OPMG’s marketing sciences for powering relevant execution across channels,” the report noted.

“As a company deeply committed to driving meaningful outcomes for our clients, we believe Omnicom’s strong performance on the Forrester Wave is a reflection of our relentless focus on innovation, collaboration, and delivering best-in-class solutions at every step of the customer journey,” Omnicom chairman and CEO John Wren said in a statement.

VML

Forrester credited VML with the strongest current offering among the agencies it studied. “Its digital, technology, and creative strength shines in its leading creative commerce, influencer marketing, and brand advertising services,” the report read.

The research firm also gave VML the top grade for innovation, saying that it leveraged parent company WPP’s Open marketing operating system to develop proprietary creative technologies like Living Commerce and Brand Asset Valuator.

Finally, on customer feedback, Forrester wrote, “Customers laud VML for smart strategy and creativity, citing how the agency politely pushes clients out of their comfort zones.”

Conclusion

“To address consumers’ emotional, functional, and transactional needs, brands need a creative process powered by intelligence and enabled by algorithms,” Forrester wrote. “Audience data, content, digital shelf, channel intelligence, universal taxonomy, and atomic-level creative assets are now foundational for developing and producing persuasive marketing campaigns. Algorithmic expressions of marketing creativity have quickly become the new standard for creative development and delivery.”