Forrester’s Media Agency Wave study
Forrester’s Media Agency Wave study

In the US, Forrester’s Media Agency Wave gave the highest ratings to the agencies that used data platforms to improve both media execution and ad creatives and created a more centralised, integrated experience for their clients.

IPG media agency UM led the 10 media agencies evaluated for the report. To qualify, each agency needed $10 billion in yearly billings, global presence and had to employ more than 6,000 people. (The previous global media agency Wave was published in 2018).

UM, part of the IPG Mediabrands network, scored highest in part due to its Kinesso offering. Not only does Kinesso use that data for typical insights, it is now applying it to develop content for digital ad campaigns, identify audiences and target content to audiences in a precise way, said Forrester principal analyst Jay Pattisall.

With a philosophy of “Striving for Better” UM Ireland clients include Fitbit EMEA, Johnson & Johnson, Just Eat, Mater Private, Zurich and Mattel.

“We’re delighted to lead Forrester’s Media Agency Wave study and for the acknowledgment it gives to Kinesso which has been a game-changer for many of our clients in this market,” said Alan Daly managing director of its UM Ireland business.

Designed for flexibility and speed, it improves the accuracy, agility and effectiveness of campaign performance across all media. In a time where clients want greater impact from their marketing spend, Kinesso’s Marketing Intelligence Engine offers a connected suite of applications that improves consumer engagement.

As one of this country’s leading creative media agencies, UM Ireland believes that better science (data) and better art (insights and creativity) deliver better outcomes (sales, market share and brand metrics) to clients in the media moments that matter most to audiences.