Consultancies Buying Their Creative Chops
Over the past few years we’ve seen business consultancies including Accenture, PwC, Deloitte, etc. beginning to offer marketing services, in their attempt to muscle in on traditional ad agencies’ turf. The consultancies have made inroads into marketing, but to date haven’t picked up any real creative expertise, which means brands still need to work with creative agencies to bring their marketing strategies to life. But things may be changing.
Yesterday Accenture announced it had reached an agreement to buy 49% of Droga5, one of Madison Avenue’s preeminent creative shops. Droga5 has produced award winning work for Body Armor and Amazon, and recently pulled of a killer crossover with their Bud Light/Game of Thrones Super Bowl ad.
Accenture’s pickup of Droga5 is transformational because it suddenly makes them a full one-stop-shop for brands who might be looking for their next AOR. It also proves an ironic point the traditional agencies have been squawking about for years – that consultancies are trying so hard to win agency business that they’re becoming agencies themselves. I agree that the lines have never been blurrier.