This new landscape is creating two significant challenges for traditional agency holding companies, if not the entire marketing services industry. As the marketplace has become increasingly complex and competitive, marketing firms have increasingly had to take their marching orders from business strategy firms. Further over the past several years - they have been learning how to add creative interactive agencies into their implementation mix. For years holding companies have been trying to build their way back up to the C-suite by integrating individual agencies and adding a consultative capability. With the acquisition of Droga5, Accenture, will now be able to go "head-to-head" with ad agency holding companies, especially as clients seek more integration of technical and data expertise.

Source: Forbes April 04, 2019 21:25 UTC