Category: In the News

Accenture’s acquisition of Whaler has triggered the usual speculation about consulting firms eyeing the agency business. But it’s only part of the story. The more interesting question is why now.

Consulting firms have never particularly covered what agencies built — the margins are thin, the talent is expensive and the model is under pressure from every direction. What they covet is the moment. Creator marketing is becoming the enterprise-scale challenge that programmatic did a decade ago. 

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Sports sponsorships have long been reserved for big brands with big budgets to match. Increasingly, some marketers are looking for alternative routes onto the field. 

Take DUDE Wipes. Back in May, the flushable wipes brand became the “official backside partner” of the Premier Lacrosse League (PLL), placing its branding on the lower backside of every PLL jersey. 

While most brands go for jersey chest, sleeves or upper back, the flushable wipes brand built its ad strategy by “being on the butt” of jersey logo placements, as Ryan Meegan, co-founder and CMO at DUDE Wipes, puts it. 

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