Advertising agencies, anxious to reinvent themselves, are trying to move away from traditional models and slide into the consultancy space. And consultants, sniffing the blood of disintermediation, have become more and more public with their intent to add on services that, they hope, will attract the interests of marketing-focused brand stewards.
Witness: GroupM insists its new consultancy group won't compete against the likes of Accenture. But Accenture has created in-house, digital media-buying capabilities in response to concerns about programmatic trading, transparency and fraud in the digital supply chain.
Witness: WPP and Publicis are investing in consulting...