As the Lines Blur Between Agencies and Consultancies, New Shops Are Taking a Hybrid Approach

Client demands fuel both competition and collaboration

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After years of headlines about consultancies eating ad agencies’ lunches, the two groups are increasingly starting to look alike.

Since everything in marketing revolves around the client, it shouldn’t come as a surprise that they’re driving these changes.

Faced with new challenges in a rapidly evolving marketplace, clients are demanding a wider range of services in an attempt to adapt. As a result, consultancies are building up creative capabilities through acquisition and internal development, and traditional agencies are attempting to offer more consultative services.

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This story first appeared in the March 12, 2018, issue of Adweek magazine. Click here to subscribe.