Jenny Chan 陳詠欣
Oct 31, 2016

Forrester gives full marks to only three digital agencies in China

A new report ranks agencies according to 15 services covering strategy, marketing and technology.

Forrester gives full marks to only three digital agencies in China

CHINA - Marketers in China are "far from ready" to go digital-first on their own, but only three agencies in the nation—Isobar, OgilvyOne and Wunderman China—tick all the boxes for what a "full-service" agency should offer, according to a new report from Forrester.  

In Forrester's 'Vendor Landscape' report published last week, "full-service" digital agencies in China are defined as those that fully cover three categories: digital strategy, digital marketing, and digital technology.

Among hundreds of digital marketing service providers in China, many offer just a handful of services, according to the report. In particular, these agencies fall into in three areas: social, mobile, and ecommerce, even though some claim to be "full-service" companies.

These agencies are "often happy with focusing on one specific area that they’re really good at", according to Forrester, which cites CuriosityChina’s focus on WeChat CRM and marketing. Apart from exceptions like Social Touch, "few have the ambition to broaden their services and become a full-service agency".

Many digital agencies are consolidating resources to stay competitive. For example, Razorfish has partnered with Hybris to enhance its ecommerce capabilities.

For marketers to differentiate between true full-service digital agencies or otherwise, they need to check if the agency encompasses 15 digital services, including creative (advertising) services, analytics, and technology architecture and support, according to Forrester.

So far, digital agencies operating under the umbrella of large global holding companies like WPP and DAN are still the primary players offering a full range of digital services in the Chinese market (see below).

 

Related Articles

Just Published

31 minutes ago

Bad dad? Cute ad

A toddler's first steps take him right out onto the city streets in this ad for Orange France and Apple by Publicis Conseil. But where's his dad?

1 hour ago

‘Design thinking’ cradles VMLY&R in a tough year

AGENCY REPORT CARD: A whole lot of jargon or a thoughtful new work process?

2 hours ago

PRHK launches 2021 Young Lions competition

Open to HK agency employees of 30 years of age or younger, the competition will provide budding professionals a chance to shine on the global Cannes stage.

4 hours ago

Google shatters hopes of replacing cookies with ...

The tech giant dropped a bombshell on Wednesday with massive implications for independent ad tech.