4A's, the American agency organization (to be compared with our Belgian ACC), is considering whether to allow consultancies, such as Accenture and Deloitte Digital, to join. Consultancies have bought some ad agencies of late. In Belgium for example Accenture bought Kunstmaan.
We described this worldwide trend already in our PitchPoint article 'Marketing reinvented in 5 buzz-words and a 7-phases-model': Advertising' is evolving towards 'Business Transformation. "Marketing and communication as an isolated expertise or as a staff function is dead. The new agency is a business consultant, and CMO's become business partners. Conventional business consultants become a major competitor for communication agencies and vice versa. Business 'perfomance', 'transformation', 'disruption' and RO(C)I become the new keywords. The traditional gap between brands and sales (finally) disappear. Some agencies are so deeply involved with their clients that they become product- or service-developers for their customers."
For the first time ever, four consultancies cracked Ad Age's ranking of the 10 largest agency companies in the world. With combined revenue of $13.2 billion, the marketing services units of Accenture, PwC, IBM and Deloitte sit just below WPP, Omnicom, Publicis Groupe, Interpublic and Dentsu.
Source: Advertising Age. Full article here.