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WPP and VML lead in commerce services, earning top marks from Forrester for innovative strategies and exceptional creative and technology integration
WPP has been named a Leader among commerce service providers in The Forrester Wave™: Commerce Services, Q2 2024 report. According to Forrester, WPP shines with flexible creativity in its commerce strategy anchored by WPP Open, the company’s intelligent marketing operating system.
The study assessed ten providers of commerce services based on their current offering, strategy and market presence, measuring providers against 24 criteria.
Among those evaluated, the research finds that WPP had the highest score in the current offering category and excels in overall commerce strategic strength, with additional strength in content production and in retail media. The Forrester report states that WPP uses "GroupM’s scale as a global media buyer and its own extensive retailer and marketplace relationships with Amazon and others to help brands and retailers optimize media and transactions.”
Jon Cook
Global CEO, VML
The company received the highest score attainable in data, analytics and AI criterion. The report noted that “WPP excels in overall commerce strategic strength, hitting on all cylinders, leading with genAI innovation in its Open platform, and rocking the technology and marketplace partner ecosystem”. WPP also received top scores possible in the social commerce, CRM services, talent strategy and global delivery strategy criteria. Additionally, Forrester noted the simplification of WPP’s commerce structure, with the company aggregating its commerce services under the VML brand following the merger of VMLY&R and Wunderman Thompson.
Beth Ann Kaminkow
Global Chief Commerce Officer, VML
VML's Creative Commerce in Action
"I See Coke" by VML UAE and U.S. for The Coca-Cola Company
A built-in Alexa skill that rewards viewers every time a Coke pops on screen
OREOCodes by VML U.S. for Mondelez
Creating a commerce experience that turns milk barcodes into OREO offers
The Subconscious Order by VML Saudi Arabia for HungerStation
AI can do a lot of things – including help you decide what to have for dinner
"Xbox Design Lab" by VML U.S. for Microsoft
Customizing Adobe Commerce to enable interactive, made-to-order commerce experiences on a globally
"KFC App" by VML Malaysia for KFC
KFC, a much-loved brand in Malaysia, transformed its online ordering experience to connect 700 restaurants to homes around the country
"Digital Transformation" by VML U.S. for Univar
Jumpstarting Univar's digital transformation by aligning their current digital properties
VML's Commerce Insights
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