Deloitte, a consulting firm with a long history of serving the needs of CIOs and CTOs aims to bolster its offering with "a full suite of digital marketing services." Moving in that direction, the firm has acquired Seattle-based digital agency Banyan Branch. Of the acquisition, Deloitte Consulting Principal Mike Brinker said, "Social analytics give CMOs and business leaders the power to navigate huge amounts of data to identify market influencers. With Banyan Branch's strong record of helping brands make sense of it all, we will bring actionable insights to our clients so they can genuinely connect with their audience." The Banyan Branch acquisition is just the first of what will likely be many as Deloitte beefs up its marketing services offerings. Deloitte Digital is currently ranked 24 on Ad Age's list of the 50 largest U.S. digital agencies in 2012.
So remember that ANA study, The Rise of the In-House Agency that found 58% of brands now have an in-house shop? Forbes reached out to several CMOs to query why this trend continues. Perhaps summing things up best, Fidelity EVP CMO Jim Speros said, “We have greater control over the creative process; speed is certainly an issue. We find we can get things to market much, much faster with a high degree of control. We have people here who understand the business and the industry. At agencies, you have the revolving-door syndrome. We have a lot more stability here. Plus, people understand the industry and culture. There is tremendous cost savings and also we are able to attract and retain solid talent because Fidelity has a lot to offer in terms of benefits, stability. Those would be main reasons, then maybe an additional reason might be tighter integration with our data and analytics team. We have teams of analysts who work closely with our creative teams also.” Agencies, what say you?We love Barbarian Group, No, really, we do. Ever since Subservient Chicken and even before, we've loved the agency and the work they've done for brands. We were sad to see Rick Webb leave the agency but he is faring well in his new venture. We love CEO Benjamin Palmer and are glad to hear he's sticking with the agency as Barbarian Group President Sophie Kelly assumes the role of CEO and Palmer takes on the newly created position of Chairman. Of Kelly's appointment, Palmer said, "Sophie has helped us grow up as an agency and has played an instrumental role in building the business while maintaining our creative and tech-focused culture. Sophie has been running the business operationally for some time, and this move is recognition of her talent and achievements." Congrats, Sophie!