Digital agencies shaping the future of online experiences rely heavily on sophisticated content management systems (CMS). Their websites often serve as showcases of innovation, creativity, and technical prowess, reflecting the tools they employ to stand out in a competitive landscape. Understanding which CMS platforms dominate these high-profile agencies provides insights into current industry trends, technological preferences, and potential future shifts. This overview explores the most used systems among large-scale digital firms worldwide, highlighting their strengths and how they influence digital strategy.
How Did We Collect Our Data?
Our analysis was methodical and targeted. Using LinkedIn’s Sales Navigator, we identified 200 digital agencies with diverse profiles—including media companies, advertising firms, and comprehensive service providers. We concentrated on organizations with employee counts ranging from 501 to over 10,000, ensuring we captured the industry’s most influential players.
To refine our search, we filtered for companies explicitly labeled as “digital agencies,” excluding those outside the digital realm such as government bodies, financial institutions, or insurance companies. We then examined their websites, classifying agencies based on the descriptions and services outlined on their official pages.
To identify the CMS technology, we employed Wappalyzer, a popular tool for detecting web platform details. When Wappalyzer couldn’t identify the CMS, we verified the platform through manual checks on WhatCMS.org, ensuring accuracy across our dataset.
Will our findings reaffirm the dominance of well-known systems like WordPress, or will we discover emerging or niche platforms gaining ground? Let’s explore the data in detail.
Which Agencies Use Drupal?
Given Drupal’s significance in web development, it’s important to analyze its adoption among large digital agencies. Known for its flexibility, extensive module ecosystem, and robust content management features, Drupal enables agencies to craft visually compelling and highly customizable websites. Its support for integration with marketing and analytics tools makes it a popular choice for agencies aiming for scalable, dynamic platforms.
- Out of the 200 agencies analyzed, 8 (4%) have their websites built on Drupal.
- Among advertising agencies, two out of eleven (18.18%) opted for Drupal, reflecting its suitability for campaign-driven sites.
- One of the 15 talent agencies (6.67%) also chose Drupal.
- In the public relations sector, two of 16 agencies (12.50%) use Drupal.
- Media agencies include one of 21 (4.76%) adopting Drupal.
- Among digital marketing firms, one of 36 (2.78%) selected Drupal.
- Marketing agencies also include one of 27 (3.70%) on the platform.
- Notably, full-service, branding, design, and creative agencies did not employ Drupal in our sample.
Notable Digital Agencies Using Drupal
One prominent example is Ogilvy, a globally renowned advertising powerhouse. Established in 1948 by visionary David Ogilvy, this agency leverages Drupal to build scalable, high-performance websites tailored to diverse markets. Their choice demonstrates how Drupal can support expansive marketing campaigns and complex content structures.
Other major organizations utilizing Drupal include:
- Creative Artists Agency
- Digitas
- Spark Foundry
- MSL (Global)
- Ariadna Communications Group
- Zeno Group
These firms illustrate Drupal’s capacity to serve large, influential agencies seeking versatile and resilient web solutions. For more insights into how major brands leverage content management tools, visit the leading UX/UI design firms set to influence 2025.
Versions of Drupal Used on Agency Websites
Of the 8 agencies utilizing Drupal:
- Four agencies employ Drupal 10, including one media, one digital marketing, one PR, and one marketing firm.
- Three agencies are on Drupal 9, used by a talent agency and two advertising companies.
- One agency still operates on Drupal 8, which is no longer officially supported.
Given that Drupal 8 and 9 are deprecated, agencies are strongly encouraged to upgrade to Drupal 11 to maintain security and access the latest features.
Top CMS Platforms Among International Digital Agencies
Among the vast array of content management tools, WordPress emerges as the most popular, powering over half of the analyzed agency websites:
- 53.50% (107 agencies) use WordPress, underscoring its adaptability and user-friendly interface.
- Contentful ranks second, with 10 agencies (5%), known for its headless architecture supporting flexible content delivery.
- For 44 agencies (22%), the CMS remains unidentified, highlighting the diversity or custom solutions employed.
- Other systems like Squarespace (6 sites), Adobe Experience Manager (5 sites), HubSpot CMS Hub (5 sites), Storyblok (4 sites), Craft CMS (2 sites), and Sanity (2 sites) are also prevalent.
CMS Preferences in Talent Agencies
Talent agencies, which connect brands with freelancers or full-time specialists, primarily favor WordPress:
- Out of 15, these agencies, 6 (40%) use WordPress for their websites.
- Others employ platforms such as Adobe Experience Manager, Contentful, Umbraco, and Drupal 9.
- A few websites employ unrecognized CMS platforms, possibly custom or less common solutions.
Media Agencies and Their CMS Choices
Analyzing 21 media companies involved in planning, buying, and analytics reveals:
- WordPress is dominant, used on 14 (66.67%) sites.
- Contentful, TYPO3, and Drupal 10 each appear once.
- For some websites, no CMS detection was possible, indicating custom or proprietary systems.
PR Agencies’ Content Management Systems
PR and communications agencies focus on strategic messaging and media relations:
- Half of these agencies (8 of 16) utilize WordPress.
- Three sites had unrecognized CMS platforms.
- Other tools like HubSpot CMS Hub, Drupal 10, Drupal 8, and Concrete CMS are also in use, each on individual websites.
Full-Service Agencies and Their CMS Choices
Full-service agencies offering marketing, branding, and creative services tend to favor WordPress:
- 14 of 29 agencies (48.28%) use WordPress.
- Squarespace appears on 3 sites.
- Additional platforms like Adobe Experience Manager, ProcessWire, Sanity, and Wagtail appear sporadically.
- Some websites operate on unknown CMS systems.
Digital Marketing Agencies and Their Platforms
Digital marketing firms, which handle PPC, SEO, social media, and digital transformation, favor WordPress:
- 22 out of 36 (61.11%) agencies use WordPress.
- Other systems like Contentful, Craft CMS, Drupal 10, HubSpot CMS Hub, and Storyblok are also selected by a few agencies.
- Several websites’ CMS remains unidentified, indicating varied or custom solutions.
Creative Agencies and Their Preferred CMS
Creative firms involved in branding, design, and customer experience mainly lean on WordPress:
- 14 of 27 companies (51.85%) opted for WordPress.
- Other platforms like Storyblok and Contentful each appear twice.
- Some agencies use Adobe Experience Manager, HubSpot CMS Hub, and Squarespace.
- A portion of websites still operate with unrecognized CMS platforms.
Advertising and Marketing Agencies’ CMS Trends
Advertising agencies, responsible for digital campaigns and customer engagement, tend to choose WordPress:
- 6 of 11 agencies (54.55%) use WordPress.
- Drupal 9 is selected by two agencies, with others opting for systems like Adobe Experience Manager and Squarespace.
Marketing agencies, which serve diverse industry niches, primarily favor WordPress:
- 17 of 27 (62.96%) agencies use it.
- Other platforms such as Adobe Experience Manager, Apostrophe CMS, Drupal 10, and Sulu are also present.
- Some websites’ CMS remains unknown.
Creative and Branding Agencies
Finally, agencies specializing in branding, design, and innovation show varied preferences:
- WordPress is used by 6 of 16 agencies (37.50%).
- Contentful appears on three sites.
- Systems like HubSpot CMS Hub, Sanity, Squarespace, and Storyblok are also present.
- Several agencies operate on unidentified CMS platforms.
Summary of CMS Usage in Global Digital Agencies
Our analysis of 200 major digital firms reveals that WordPress is the dominant CMS, present on over half of their websites. Drupal, while less prevalent, remains significant within media and marketing sectors, offering robust solutions for large, complex sites.
Other notable systems include Adobe Experience Manager, Contentful, Craft CMS, HubSpot CMS Hub, Sanity, Squarespace, and Storyblok, each supporting specialized needs and workflows. For agencies aiming to stay at the forefront of digital innovation, selecting the right CMS is crucial—whether it’s leveraging the flexibility of open-source platforms or integrating enterprise solutions.
At Droptica, we assist digital agencies and their clients in choosing and implementing optimal CMS solutions, with a particular emphasis on Drupal. Our team of skilled developers can support your project from concept through deployment, ensuring your website stands out in a crowded digital space.