Our Only Hope ... Is Data and TechDev!

Should Agencies be terrified that the market is shifting away from them to Management Consultants? ... Well, yes if they are not providing what the client needs (which is way more than creative marketing campaigns).

The "inside" Digitization needs of our corporate clients are not changing... they have been trying to evolve their Digital operations for decades.

The problem is that this transition to digital efficiency is difficult emotionally (who prioritizes what?) and technologically (who is coding what?).

The big Management Consultants have seized this opportunity by helping CEOs directly with this heavy lifting. Marketing Agencies are not... but they should and they can... by adding technology solutions beyond the Media Platforms.

Accenture, Deloitte, Mckinsey, PwC, etc. always follow the opportunity (so can you).

Here are some excerpts from the latest Advertising Age Cover Story - "Out of the Shadows, Consultants Creep in on Agency Turf." 

... bring together the agency's data, analytics, research, CRM and search technology capabilities with the goal of creating more personalized content for clients.

The big consultancies are underestimating the value of creativity [and] the agencies are under- exploiting the value of business analytics," said Ivan Pollard, senior VP-strategic marketing at Coca-Cola Co. "Someone's going to crack that soon because data plus creativity is the future."

... startups like Uber and Airbnb have built brands by disrupting traditional business models with easy-to-use consumer interfaces—not with big ad budgets.

"Historically, brands have been built by pushed messages" with ads that gave "suggestions about how you should feel, or emote or think about a product or service," he added. But "we don't believe that is true at all anymore." Instead, Accenture's philosophy is that brands are built through "hundreds of customer interactions," ranging from e-commerce experiences to how people are treated in physical stores

The new branding is this idea of building experiences for customers that allow them to experience you in ways that are much more honest and truthful and engaging than just standing on Mount Olympus shouting what it is that you want somebody to believe about your brand,

One of the things that the consultancies have going for them is that they are not going through the traditional marketing channels. They are either going top-down through CEOs, or they are even going through the board

Once inside, consultancies position themselves as cost savers via big reorganization projects, while ad agencies are perceived as cost drivers

Deloitte Digital's agency Heat says, " We won this account specifically because we understood their business. We could bring all of the competitive intelligence and business strategy to bear in the creative pitch process and ultimately brought a data-driven approach to world-class creative," Hatch said. "You've got to check all those boxes."

SO... the article headline is wrong. What the Managing Consultants provide has never been the "Turf" of the Agencies.

However, technology solutions integrated across a clients business goals is an opportunity AND an obligation for all vendor/partners.

FYI - Adweek also explodes this in the "Big Bang - New World Order - Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology."

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