Omnicom, WPP are leading digital transformation services providers: Forrester

Omnicom and WPP are the only advertising industry groups listed among the 35 most notable providers in the Forrester Digital Transformation Services Landscape, Q2 2025. This comes two years after the British holding company acquired Fēnom Digital.

The report notes that the biggest hurdle with digital transformation is aligning tech modernization with people, organization, and culture change. It’s like trying to solve a puzzle with multiple moving parts. You need to reimagine skills, values, and structures to work effectively with advanced AI systems. And let’s not forget the risks – knowing which risks to expect is one thing; knowing how to react when unexpected risks manifest is another.

The Role of Service Providers
This is where digital transformation service providers come in – the maestros of change management. They offer multidisciplinary capabilities to support enterprises in articulating, orchestrating, and governing strategy-aligned business transformation journeys. Think of them as the architects of digital transformation, combining transformation know-how, business acumen, and technology skills to drive success. This explains why Omnicom is acquiring Interpublic Group.

Market Dynamics
The market is shifting rapidly, driven by the rise of generative AI and agentic AI. Organizations are reevaluating their digital maturity, fortifying their foundation, and investing in infrastructure modernization, data strategy, and architecture. But there’s a catch – it’s difficult to align transformation efforts with measurable business goals and demonstrate clear ROI.

The Future of Digital Transformation
As we look ahead, one thing is clear – agentic AI will challenge consulting business models, attract new competitors, and drive margin pressure. Service providers will need to adapt, leveraging AI-powered accelerator assets and partner ecosystems to drive value delivery. This is why Omnicom acquired LeapPoint. The question is, will you be ready to seize the opportunities and navigate the risks?

Key Takeaways for Tech CEOs

1. Digital transformation is a business imperative, not just a tech initiative.
2. Alignment is key: tech modernization, people, organization, and culture change must be synchronized.
3. Service providers are crucial: they offer expertise, capabilities, and risk management to drive transformation success.
4. Stay ahead of the curve: anticipate market dynamics, invest in digital maturity, and be prepared to adapt to emerging technologies like agentic AI.

About the researcher of this Forrester report
Manuel Geitz, a principal analyst at Forrester, focuses on enterprise transformation, innovation, and strategy, as well as the various points where those three topics intersect. He supports tech executives in incrementally maturing their organizations to become more adaptive, creative, and resilient.

Taking a holistic approach towards transformation, Manuel is most focused on orchestrated execution across all dimensions of change. Manuel’s research will guide clients to align their delivery procedures, decision-making models, organizational structures, and vendor relationships in sync with increasing tech maturity.

Additional research coverage areas include building innovation-enabling technology and behaviors while transforming your enterprise and assessing new strategic options.