OPMG, VML Named Leaders in Forrester Wave Marketing Creative and Content Services Report

Omnicom Precision Marketing Group and VML were named as the two leaders in The Forrester Wave: Marketing Creative and Content Services, Q1 2025 report, released Wednesday by Forrester Research.

Forrester evaluated 10 marketing creative and content services providers based on their current offerings, strategies, and customer feedback, and those companies were broken down into three categories by rating score: leaders, strong performers, and contenders.

Strong performers in the new report were Dentsu Creative, McCann, Accenture, Omnicom Advertising Group, and Ogilvy, while the contenders were Monks, Publicis Worldwide, and Havas.

Omnicom Precision Marketing Group

For OPMG, Forrester said in its overview of the agency’s current offerings that its ivirtual production model, ArtBot asset management, Maistro content intelligence, and iOp AI-powered workflow routines enable it to excel in creative and content production. Meanwhile, its intelligence, brand safety, use of digital shelf data, and data-driven creative development “fuel superior capabilities for performance creative, creative commerce, and influencer marketing services.”

On the strategy side, Forrester called out OPMG’s end-to-end content technology and proprietary Canvas approach, adding that its pricing reflects a progressive approach that focuses on outcomes-based remuneration and software-as-a-service pricing, and the agency boasts the largest employee learning investment, low attrition, and the highest employee satisfaction in its study.

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.”