Omnicom Media Group (OMG), Publicis Groupe, and dentsu lead Forrester’s media company Wave report, released today.

The analysis agency evaluated 12 media businesses, each holding company-owned and independents, based mostly on three standards: capabilities, technique, and buyer suggestions. Businesses have been then grouped into three classes based mostly on their rating: leaders, sturdy performers, and contenders. 

OMG, Publicis Groupe, and dentsu got here out on high as leaders. In the meantime, GroupM, PMG, Tinuiti, IPG Mediabrands, and Horizon Media have been ranked as sturdy performers, whereas Stagwell, Wpromote, Havas Media Network, and DEPT have been contenders.

The media company Wave is renewed each 18 to 24 months. Its final model, launched in July 2022, also had OMG leading the pack.

Jay Pattisall, vp and lead analyst at Forrester stated scored highest this 12 months as a consequence of its tech technique, use of knowledge, integration of media and content material, and audience-first advertising and marketing. 

Florian Adamski, OMG’s chief government officer (CEO), stated the company community has been in a position to preserve its chief designation by “by no means standing nonetheless.”

“For OMG, [being a leader] has meant creating a proposal on the intersection of digital transformation, related commerce, content material and creators, and empowering purchasers by a relentless pipeline of innovation and thought management,” he stated.

Scale and expertise

In accordance with Pattisall, the Wave is finally about serving to executives discover the appropriate company for his or her wants. “The Wave just isn’t designed to label the most effective company,” he stated. “It’s designed in order that advertising and marketing executives can discover the most effective company for them.”

His massive takeaway from this 12 months’s report is that the entire leaders characterize a mix of scale and talent and are providing business fashions which can be pushed by “mutually helpful reward.”

“The most effective suppliers are desirous about how, sooner or later, outcomes-oriented remuneration versus a service price is rather more aligned to their purchasers’ aims,” he stated.