Forrester report reinforces WPP’s transformation ambitions

WPP’s push to be seen as the ‘creative transformation company’ has been boosted by media consultancy Forrester, with the UK-based advertising firm named as a leader in global marketing services in the latest Forrester’s Wave report.

Of the advertising industry itself, Forrester says, “The integration of agency, technology, and consulting services brings together a converging landscape of holding companies, digital networks, and management consulting firms. The result elevates the industry beyond advertising delivered by individual agency brands to marketing solutions delivered by specialist teams. However, turning disparate global capabilities into integrated solutions is much easier to present than to deliver. The best integrated marketing providers orchestrate their vast expertise in digital experience (DX), data, creative and media with fluidity, without friction. »

About WPP, Forrester says, “WPP pioneers end-to-end marketing solutions with global creativity and scale… They include creative capabilities at scale and data-driven; development of integrated digital experiences; media performance prowess; and strong identity management and strong metrics and analytics. Customer references support the company’s ability to orchestrate marketing campaigns and technologies across all regions.

WPP CEO Mark Read said, “We are very proud of the progress our company has made in realizing our ambition to be a creative transformation company. For us, receiving independent recognition as a leader in this assessment for our strategy, current offering and market presence reinforces our belief that we provide what our customers need, wherever they are in the world.

WPP was the highest rated advertising group at the Cannes International Festival of Creativity this year. Its shares have recently come under pressure following OK Q2 2022 results, suggesting investors have yet to be persuaded that ad holding companies can keep all those balls in the air as they compete with the big consulting firms like Accenture.

Marilyn J. Hernandez