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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