Writing on the Econsultancy blog, Stefan Tornquist, vice president of Research (U.S.) for Econsultancy, speaks with Chris O'Hara, the author of a report on "The Role of The Agency in Data Management."
He finds that not only are agencies starting to build consultative practices, but it looks like traditional consultancies are starting to build agency-like services as well. "Not long ago you
wouldn’t think of names like Accenture, McKinsey, Infinitive, and Boston Consulting Group when you think of digital media, but they are working closely with a lot of Fortune 500 marketers to do
things like DMP and DSP (demand-side platform) evaluations, programmatic strategy, and even creative work. We are also seeing CRM-type agencies like Merkle and Epsilon acquire technologies and partner
with big cloud companies as they start to work with more of a marketer’s first-party data," O'Hara said.
Read the whole story at Econsultancy »
