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Marketing & Branding

 

Adagencies Vs Consultancies : weighing the difference ?

Created by : Chanakant Chougule, Media Planning, Mudra Communications  | 12 27 2008 14:34:03 +0000
Industry : Advertising/PR/MR/EventsFunctional Area : Branding(Sales & Marketing)
Activity:  205 views;  last activity : 07 06 2010 20:18:09 +0000

Who needs ad agencies ?

As brand moves to the centre of business strategy, advertising agencies will be ousted from their role of brand stewardship by consultancies.

Puh leeze ad agencies do branding and whole lot more

Business consultancies do not have the brand know-how of advertising agencies and will never be able to replace their role as leaders in band building

 
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ad agencies Vs consultancies
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As a long-time consumer of these services, I think this debate illustrates a classic positioning problem. Whether right or wrong - I'm not going to go to an advertising agency for strategic work on my brand. Similarly, I'm not going to go to a brand consultant for creative work.

Ultimately though, I believe, advertising agencies will evolve to acquire the necessary talent to compete on the more strategic elements of the brand. They must! (suggestion - ad agencies please hire some former brand managers to supplement the account management/planning function) Plus, most of the time the strategic brand work is naturally followed by creative work which the ad agency is obviously best suited to create.


By Rajesh Kanwar, Media Planning,J Walter Thompson  12 30 2008 16:19:57 +0000
 
Top Argument
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I think consultancies may have the brand know-how of advertising agencies but it is not necessary that one of them be replaced by the other. My experience indicates that the opposition betwen ad agencies and consultancies is a false dichotomy. I'm a consultant and own a consultancy, and have been working side by side with my clients' ad agencies from a long time ago. The thing is, for me of course, consultancies and ad agencies take different points of view about the same phenomena, and in fact that points of view are absolutely complementary;
By Parth Singh, PR & Media Relations Manager, J Walter Thompson  12 30 2008 16:18:31 +0000
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The concept of “branding” has moved far beyond communicating product differences and building “image.” In order to improve brand performance, marketing experts need to consider product re-design, overhauling the supply chain, reducing costs, introducing loyalty rewards for customers and many other variables. Yes, advertising still has an important role to play,
By Arvind Shastry, PR & Media Relations Manager, Ogilvy & Mather  | 12 27 2008 14:43:32 +0000
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There was a time when advertising was indisputably acknowledged to be the highest form of marketing – indeed, for many brand owners, advertising and branding were synonymous. But today, the situation has changed. As Niall Fitzgerald, CEO of Unilever, famously said a few years ago: “There is an alarming discrepancy between what our brands are going to need and what agencies are good at.”
By Chanakant Chougule, Media Planning, Mudra Communications  | 12 27 2008 14:34:03 +0000
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