Agency answers

Richard Hammond

Suggests four ways in which advertising agencies can respond to the growing challenge from management consultants: training, development and education (of client executives); creativity and implementation (improving what agencies offer); consumer understanding (using research more effectively); a more agile global approach.

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...

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