The Forrester Wave™: Marketing Creative And Content Services, Q1 2025
Vendors or products added in this year’s report may indicate a change in the market, change in evaluation criteria, or change of focus by the vendor.
Vendors or products dropped from one year to the next may indicate a change in the market, change in evaluation criteria, or change of focus by the vendor.
The marketing creative and content services market is experiencing a significant transformation in the way it delivers services, uses technology, and achieves content velocity/scale. Consolidation among agencies within the same agency holding company contributors to this shift.
A: Vendors may appear one year and not the next due to consolidation (being merged into larger networks), failure to meet revenue inclusion criteria, declining to participate in the evaluation process, or being acquired by other companies. The report notes that the Forrester Wave evaluation is an assessment of the top vendors in the market and doesn't represent the entire vendor landscape.