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How Consulting Firms Build Advantages Over Traditional Advertising Agencies

How Consulting Firms Build Advantages Over Traditional Advertising Agencies

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Mark Boidman

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Carter Rauch

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Thought Leaders
6 26 66

Advertising has long been dominated by the "Big Six" holding companies: WPP, Omnicom, Publicis Group, Interpublic, Dentsu and Havas.  These firms, the top six global advertising agencies by revenue, are responsible for a significant portion of all advertising content.  Pure-play advertising firms maintained a stranglehold on the industry until 2014, when IBM iX became the first consultancy marketing arm to crack the international top 10 by revenue.  Consulting firms have since pushed higher, placing four groups -- Accenture Interactive, PwC Digital Services, IBM iX and Deloitte Digital -- in the top ten, with Accenture Interactive outpacing Havas in revenue.  This shift is born of a number of factors, most notably the inorganic growth of the consultancies and the increasingly challenging landscape faced by the agencies.  Seeking to provide a more comprehensive suite of services to clients, consultancies have recently purchased many high-profile creative agencies.  Traditional agencies, meanwhile, rely on a less-efficient business model ill-equipped for the digital age.  By merging creative expertise with large-scale business solutions experience, consultancies formerly considered outsiders in advertising are gaining market share and delivering innovative, cost-saving solutions.

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Mark Boidman photo

Mark Boidman

Mark Boidman is an investment banker in New York City.  He has over 18 years experience in public and private mergers and acquisitions, divestitures, leveraged financings, private placements and restructurings. He advises companies across the media a… read more

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Carter Rauch

Carter Rauch is an Analyst and joined Peter J Solomon Company in 2017. A graduate of Duke University, Carter received a Bachelor of Science in mechanical engineering with a minor in finance. read more

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Home The People
The People

MediaVillage “The People” is where the advertising and media community comes to life. Explore the stories, beliefs, commitments, and passions that inspire and motivate the diverse people who work day-to-day advancing their personal growth and business success. Follow “The People” columnists and hosts to discover your community and connect with your people. Follow our social network @AdvDiversity

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Future of Men
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MediaVillage “The Business” is the industry Knowledge Exchange, where leaders share intelligence, insights, stories and experiences in a trusted journalistic environment. Search “The Business” at MeetingPrep.com for free on-demand access to professional learning. Scroll down to visit each dedicated B2B library where the industry’s knowledge is archived. Follow our social network @MediaVillageCom

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At MediaVillage “The Programming” we go behind the scenes with the talent in front of and behind the camera and microphone. Content is at the heart of the media and advertising business. Our columnists, critics and hosts take you behind the scenes in Hollywood, Bollywood, Brooklyn and Queens, YouTube, TikTok, the metaverse and everywhere content is created. Follow our social network @TVVideoDownload

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