dentsu, a leading marketing and communications network, is named a Strong Performer in The Forrester Wave™: Commerce Services, Q1 2021.

Dentsu’s commerce experience implementation services, commerce strategy services, execution roadmap and innovation strategy are all recognized by Forrester in the report. Dentsu has structured its approach around this blend of capabilities being a top factor that is needed for commerce transformation. As Forrester states in the report: “The link between strategy and execution is compressed because of the need for speed and the ability to deploy new capabilities in the cloud at a great pace. The best providers have a strong commerce strategy and design teams that work alongside implementation and change management teams to deploy robust commerce functionality that works as intended.”

“Dentsu is a good fit for a company seeking an agile partner that brings strong customer strategy, end-to-end commerce journey capabilities, and a willingness to use outcome-based commercial models,” the Forrester report states. “[Dentsu] brings its agencies together to tackle the entire commerce journey, from media buying and social selling to commerce transactions and loyalty, with a focus on B2C companies.”

Dentsu’s commerce practice scales globally and has a large presence in North America, EMEA and APAC, working with some of the largest global brands — such as Johnson & Johnson, Sony, Hershey’s and Shiseido — to engage customers across regions.

“We’re executing on our vision to make omnichannel commerce a reality across the total customer journey, with expertise grounded in customer data and identity, powered by technology, and brought to life through world-class design,” said Pete Stein, global lead for dentsu commerce and head of Merkle’s Experience & Commerce practice area. “Our rich history and unrivaled expertise in data and identity allow us to transform how brands and customers connect and transact — through personalized experiences that adapt and respond intelligently to individual needs and behaviors. Forrester’s recognition of our agility and strengths across the entire commerce journey is a positive point of validation for us.”

Launched in June 2020 by formally bringing the commerce capabilities of the former Dentsu Aegis Network brands together into the specialized practice area, dentsu commerce underpins dentsu's global network of 6,300 seasoned commerce experts across 85 worldwide markets, offering end-to-end business solutions to align with its “Total Commerce” philosophy. The practice has since been growing rapidly both in size and scale, with skills and services that align closer to the strengths of many of the leaders, despite being a relatively new player in the market under one unified force.