As advertising agencies look to ape consultancies, and consultancies trespass into agency territory, this Exchangewire article examines what is driving this trend; featuring insight our own MD, and former SAP marketing director, Zoë Steventon.
One of the biggest trends in the digital advertising/marketing space is the movement to replicate more traditional consultancy-like models. It is not a new business model by any means. Accenture has been in operation since the 1950s – and we have seen huge solution providers, like IBM, build a strong consultancy practice across its business over the past ten years. However, more recently in the advertising space, it is the agency groups that have been focusing heavily on their consultancy-centred strategies... read more at Exchangewire
