What role do consultancies play in the creative landscape?

Lindsay Bennett
By Lindsay Bennett | 4 April 2017

This is a free excerpt from the AdNews April issue. To read the whole feature download a digital version of AdNews or subscribe to the premium print edition here.

Management consultancies are snapping up creative shops and increasingly moving in on marketing dollars. With Accenture on the acquisition path and Russel Howcroft jumping ship to PwC to head its creative division, AdNews questions execs from Iris, BWM Dentsu, McCann, Clemenger BBDO on the impact consultancies will have on the industry.

Clemenger BBDO chief strategy officer Al Crawford: "For a long time, the creative versus consultancy face-off was talked about like a marketing version of The Terminator."

BWM Dentsu MD Alex Carr: "Management consultancies are the Keyser Söze of the creative landscape."

McCann MD Adrian Mills: "It would be foolish to underestimate the good consultancies; they are very good businesses. But, it's similarly short-sighted to underestimate the good agencies."

Iris planning director Celia Garforth: "There exists a vast cultural difference between creative agencies and management consultants."

 

Big question

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