PwC Digital Services

Gartner Magic Quadrant 'Challenger' for Digital Agencies; one of the largest creative and digital consulting offerings globally, competing directly with traditional agency holding companies

PwC Digital Services is the digital arm of PricewaterhouseCoopers, generating over $1 billion in revenue and employing more than 14,000 people across 32 global offices, and has been expanding into agency territory through mergers and acquisitions.¹ In the advertising and marketing space, the company helps brands establish their own in-house programmatic trading desks, advising clients on team structure, staffing, and technology platform selection and implementation.¹ Notably, PwC Digital Services explicitly excludes media buying from its offering, choosing instead to equip clients to manage that function themselves.¹ Beyond programmatic, it consults CMOs on brand strategy, market insights, and marketing performance, and also executes on its recommendations — for example, redesigning a client's loyalty program if it is found to be underperforming.¹ In Gartner's Magic Quadrant for Digital Agencies, PwC Digital Services was listed as a "Challenger," defined as having a proven ability to execute its current offering but not yet at the scale of the Leaders.² Its creative offering is considered one of the largest in the world, placing it in direct competition with the holding companies whose agencies it may simultaneously be hired to audit.³ Source 1: digiday.com — PwC wants in on the agency business, but not media buying Source 2: adexchanger.com — Gartner's Magic Quadrant: Digital Agencies Wake Up To ... Source 3: ecimediamanagement.com — Media audits: the big four or specialists?