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Consultancies have better (/existing) models to give their clients real growth and metrics that actually matter. Makes sense. We all need to seriously reevaluate our offerings.
Or maybe we need to reevaluete how we sell and justify our offerings.
Consultants are coming here and telling us they sounded better and sold differently but rarely delivered well. They got renewed more so because they were engrained onsite. We are being told our Creative and Tech is better talent. Droga was great, heard they became a barnfire.
Any concerns that they actually have to produce provable ROI positive creative if they are also the consultants?
Multi touch attribution for marketing has been the holy grail for years. 95% of clients can’t pull it off at scale because they don’t have the data infrastructure. Campaign metrics are easy, but distilling the return down relative to other marketing touch points is a challenge that consultancies/agencies say they can solve, but they largely can’t.
How do you justify your clients investing in creative if you can’t prove positive ROI? We have been doing this for years.
It is a rather interesting trend - curious how that could change creativity.
I think it’s not going to be the obvious career choice for people who don’t want to do math anymore