Three Ways Marketers Win when Creative and Consulting Combine
In the last couple of years, we’ve witnessed a shift in our industry as business consulting and creative have merged. While it might be natural to see this shift as a threat to the brilliance and inspiration that have characterized advertising over the last 50 years, this fusion of creative and consulting is actually a winning combination for marketing executives and innovation leaders. A New Wave Consider a few key data points: In 2016, IBM iX acquired three agencies – Eex.i