Ad Agencies Are Building Out Their Own Consultancies to Better Compete for Digital Dollars

Traditional shops are fighting back

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As consulting and IT firms continue to acquire agencies and add marketing services, traditional advertising companies have begun to fight back by launching practices to provide business-transformation counsel to help clients more effectively compete for customer dollars in the digital age.

“Marketers are keen to remain innovative and future-focused, so having consulting solutions available helps to ensure they’re always one step ahead of disruption stemming from technology and consumer change,” says Richard Hartell, global president of transformation at Publicis Media.

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This story first appeared in the March 13, 2017, issue of Adweek magazine. Click here to subscribe.