Media Buying Briefing: Forrester’s Wave report finds growing homogeneity among the 12 biggest agencies
The latest iteration of Forrester’s Wave Report on media agencies — rather, media management services, as the research firm puts it — is out, assessing the 12 biggest agency groups currently operating today that are of interest to Forrester’s clients. And guess what? Consolidation has made the biggest of them look more alike than ever.
Perhaps, then, it’s another sign that independents stand a better chance to gain market share on their holding company competitors because of the latter’s cookie-cutter similarities. Increasing homogeneity at the largest of the holdcos represented the biggest surprise to Jay Pattisall, Forrester vp and senior agency analyst, who is the report’s principal author.
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Source:: Digiday
