Point of view: Next-gen consultancy
One of the biggest trends in the marketing industry is the movement to replicate more traditional consultancy-like models. Recent investments made by the likes of WPP and Publicis are pointing to the way consultancy practices, and the capabilities that accompany them, are starting to be circulated throughout their networks. Increasingly, clients want better coordination between their marketing activities and their business performance. By adding consultancy into the traditional agency mix, it is hoped that the CMO will become empowered to align marketing spend with overarching business strategy, thus propelling the agency up...