The first ever
Forrester Wave: Australian Interactive Marketing Agencies report has been released with Amnesia Razorfish, HotHouse, Hyro, and the white agency emerging as leaders in the Australian market.
The report, written by Stephen Noble, noted the key strengths of each leading agency:
- Amnesia Razorfish for marketing innovation
- HotHouse for focus on personas and Agile development
- Hyro for the breadth of its support for marketing and enterprise software
- the white agency for a unique approach to program planning.
Forrester ranked the top six Australian interactive agencies against 36 criteria revealing a "market that is split between its roots in technology and its emerging focus on marketing strategy. The other two agencies that were looked at, Next Digital and Reactive were deemed to be strong performers.
The agencies were selected because of their scale, each earning over $2 million in the interactive market in 2008, and exposure to client data. Client data is increasingly important in a digital landscape where effectively measuring ROI has become an obsession.
On the whole Forrester found that the Australian digital market is healthy, with 45% of businesses expected to increase digital budgets in the coming year. Despite a tough year financially for the business world, Australia's agencies continue to grow with a strong focus on technology and building long lasting relationships.
Whilst some agencies said they would occasionally take on one off marketing campaigns, most view interactive marketing as an element of long-term relationships.
Hyro CEO, Bill Votsaris said “Our experience shows that clients want a relationship with a vendor who can build services that add value to customer relationships every day, rather than a traditional campaign by-campaign approach.”
Get the report here
