I had never considered this before. Those clever folks over at Fast Company have highlighted the use of agencies to provide insight in the same way that management consultants used to be called in to restructure a corporation’s business model.
Of course, this is not a new phenomenon … and there are some out-standing examples of marketers and strategists who can bring together business, marketing and strategic planning skills. Another form of convergence — just one that is more about people than about technology. (Reminds me of David Armano’s T-shaped creatives again).
But does that mean we will end up with agencies becoming the new McKinseys? Or will McKinseys reassert themselves in this space by hiring trend analysts and creative directors? Interesting!
Thanks to Josh Carlton.
S.