Digital shops fall short leading brand strategy; Forrester survey says Ogilvy, Avenue A and Sapient in best position.(News)(OgilvyInteractive London)(Avenue A/Razorfish)(Report)

Advertising Age, December, 2007 by Mcilroy, Megan

Byline: MEGAN MCILROY

Digital agencies must take the pole position on marketers' overall brand strategy within the next five to 10 years-but they're far from ready yet. The shops that are closest are OgilvyInteractive, Avenue A/Razorfish and Sapient, according to a report from Forrester Research.

Surmising that marketers will increasingly look to digital agencies to coordinate brand strategy as consumers spend more time online, Forrester studied seven leading digital shops to see which were best positioned to take a leadership role. The report, titled "The Forrester Wave'' was written by senior analyst Brian Haven.

The agencies studied were selected based a weighted score of their revenue and revenue growth, employee base, client growth and...

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