Nov
20
Agencies Shift Into Consulting Role — and Gain New Business
Posted in: Uncategorized
As consultancies like Accenture and Deloitte muscle onto agency turf, shops are turning the tables with new-practice groups that offer everything from product-portfolio-management advice to recommendations on corporate reorganizations.
Publicis Groupe’s Starcom MediaVest Group last week launched marketing consulting brand Zero Dot at the same time sibling Zenith soft-launched a media-focused consultancy called Apex. They join months-old experiments at Interpublic Group digital shop R/GA and WPP media-agency network GroupM to tap into broad-based consulting services that can offer higher compensation rates than advertising while also reeling in new ad business.
Business is good
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