What’s agencies’ loss is consultancies’ gain.
Consultancies like Accenture Interactive, PwC and Deloitte Digital are all making one core tenet part of their pitch to marketers: If you want to take back more marketing in-house, we’ll help you do it. They’re buoyed by a stronger relationship that goes beyond the chief marketing officer and an overall perception that they’re objective partners, not simply vendors — putting them in a good position to remain top of mind for advertisers even as agencies can’t.
For example, an Accenture Interactive rep said inside the company’s newly launched Programmatic Services division, one of the core competencies is “in-housing,” which includes helping advertisers take back control of their media capabilities — building programmatic strategies, in-sourcing technology, changing operational models and creating internal capabilities.
Accenture is working with companies including HP and Radisson Hotel Group to help both increase return on media spending. For Radisson, it was a way to take back control of the customer journey from third-party partners — and feel comfortable that it would deliver what it wanted.
Antonio Lucio, HP’s chief marketing officer, has been a loud voice calling for a serious internal cleanup of capabilities as part of an overall mission to take back control. Most of this, said Lucio, is driven by a change in mindset that the brand, not the agency, controls and must take ultimate responsibility for the customer. “To do marketing today … you need deep analytics and insight capabilities, creative content, programmatic buying capabilities. As a client, you have to build internal capabilities in four or five of those areas,” he said on Digiday’s Starting Out podcast earlier this month.
Read More at The Original Article: digiday.com
