Consulting firms seek slice of digital agencies' business

01/16/2012 | Advertising Age (tiered subscription model)

Consulting firms and IT companies are muscling in on digital agencies' turf, with both Deloitte and Accenture developing marketing-services and creative divisions. The line between branding and technology is blurring, executives say, and the consulting groups hope to offer the business and technological know-how many creative agencies lack. "Everyone is coming to the same place, trying to find the sweet spot between tech, creative and data," explains Glen Hartman, digital consulting chief for Accenture Interactive.

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