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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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The entire retail media industry, from networks to agencies and tech platforms, is showing up in full force to promote brands during the World Cup and prove the effectiveness of the sector.

The tournament is a big opportunity for retail media networks to prove their effectiveness after the sector has grown tremendously, advertising offerings have evolved and retail media networks want to prove they are more than just a lower-funnel solution. The World Cup, being much longer than other sporting events with more opportunities for campaigns, will likely serve as a case study for future retail media activations. They also want to prove their nimbleness and ability to respond quickly to trends and major events through in-store events and campaigns that directly respond to big moments.

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