Agency answers

Richard Hammond of Bozell Worldwide suggests four possible ways in which agencies can respond to the growing challenge from management consultants

Richard Hammond

As the advertising industry goes through another round of mergers and acquisitions, and people talk about integration and providing one-stop solutions to marketers, it is easy to overlook the main threat to the industry - that of management consultancy firms driving the strategic discussion with clients. This situation is aggravated by agencies' continued concern with the consolidation of media at a global level.

Arguably it is the agency world's pre-occupation with its own business strategies and growth, driven by the needs of the City, which has created the breach into which management consultants have stepped. While this is increasingly well documented, the reasons are less widely discussed.