Oliver Spalding
Dec 19, 2018

The rise of creative consultancies (and how agencies can also be heroes)

Oliver Spalding at Digitas argues why agencies need to think bigger, lest they become a legacy system that needs removing.

As the industry wrestles with the reality of moving beyond traditional advertising, there can still be a healthy future for creative agencies alongside consultancies. Agencies tried to use data to side-step an inconvenient truththat consumers don’t like and are empowered to avoid adsrather than embrace reality.

Advertising is not dead, but agencies ought to think bigger. The Big Four firms have enjoyed a 44% growth in global revenue from consulting only 3% growth...

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