Publicis’ admission that competition from consultancies fuelled its $3.7bn capture of Sapient reflects marketers’ growing need for technical expertise amid mounting pressure to shift
from creative-led campaigns to ROI. The rise of consultancies is posing a conundrum for the big agency groups. Companies such as Accenture and Deloitte are now more firmly camped in the
marketing field. It is a shift costing agencies accounts and forcing them to bet bigger on their own consultancy-centred strategies. Read the whole story at Marketing Week »
