Trends Report

Move Over, Agencies: Consultancies Offer Marketers New Options

Brands Rethink Agency Rosters To Drive Digital Business Transformation

November 9th, 2016
AY
Anjali Yakkundi
With contributors:
Brigitte Majewski , Christopher Andrews , Martin Gill , Liz Herbert , Sarah Sikowitz , Marc Cecere , Allison Cazalet , Peter Harrison

Summary

Marketers have never had more to do: They need to craft business-driven, on-brand customer experiences (CXes) to reach and engage connected consumers — a tall mandate rife with process and technical implications. Unfortunately, marketers' go-to partners, agencies, haven't always kept pace with the business and technical demands. Enter consultancies, which are aggressively adding new agency competencies. This report investigates the market convergence between consultancies and agencies and provides guidance on shaping agency rosters.

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