AdAge recently published an article about advertising agencies and technology consultancies competing over software systems to handle and analysis data from large-scale digital marketing. But what interested me most was the fifth paragraph of the article:
“This week, consulting firm Deloitte introduced a unit, Deloitte Digital, that it said will handle strategy, creative, user experience, engineering and implementation services for marketers in digital channels. The firm, which acquired mobile-agency Ubermind this year, said it plans to expand Deloitte Digital aggressively over the next year.”
A major global management consultancy is providing creative services for its client and will build and implement the technology to deliver the creativity. That is a gamer changer and further challenges the creative agencies distinct value add to clients.