According to Edwin Miranda there is great difficulty in finding balance between high-performance solutions and creativity. It seems companies are needed more than viral videos and market exposure. Market leaders are seeking solutions that will make an impact on their bottom lines. They need something that will boost cash flow, build bigger margins, and encourage a larger market share, and that’s where consultancies come in. Just two years ago, four consultancies were named among 10 of the best and biggest agencies. Edwin Miranda says three years ago, only two agencies were listed with the best.
Accenture provides services to more than 3 quarters of the Fortune 500 and IBM iX listed revenue of $1.9 billion about 4 years ago. Consultancies are up to the challenge and they are very capable of trampling the best creative agencies. Edwin Miranda reports it comes as no surprise that more than 73% of marketers are interested in hiring consultancies instead of agencies to service their digital marketing desires. The advancement of technology provides the ability for measuring everything. Consultants are historically great at providing simple metrics and definitive success for their clients.
Agencies usually sway towards the creative path and use ideas as strategies. Executives of agencies will present an Ad and claim it is the best way to drive market share, while consultancies have already realized that an ad is no longer enough to create a brand. The past year’s customer journeys include a mix of online and offline interactions. Consultancies work to find and analyze those movements and then they create solutions based on what they find out. The results of working the task this way has included faster and more frequent sales. According to Edwin Miranda, brands such as Airbnb, Uber, and LG choose to work with consultancies to get projects done as opposed to ad agencies.