It’s official: We can no longer say consultancies are independent
Following the onslaught of creative agencies being bought out by consultancies, independent advice is a lot harder to come by, writes Anne Miles.
Many of the big consultancy firms built a solid reputation on business consulting and providing independent advice that brands all over the world trusted.
The integrity of the model was the fact that there was no vested interest in their recommendations and it felt like the brand’s best interest was top of mind.
Now with the major consultancies buying up creative companies and able to deliver creative services end to end (want ‘fries with that?’), we can no longer say that this model retains that independence and authentic advice, without any hint of vested interest in it.
No party that has a vested interest in any solution can say that they retain genuine independence any more, and this will only impact the brands they serve. Well-meaning as the advice may be, it can never be without a hint of bias.
Deloitte announced internal hires of former McCann-Erickson creatives recently. PwC announced the purchase of a share in creative shop Thinkerbell, and Accenture bought into Sydney creative agency The Monkeys.
The Monkeys
KPMG has acquired a research and strategic company and continues to expand its internal creative department.
The current shifts in the industry mean this is simply a new model advertising agency – no longer the independent consultancies based on what made them successful in the first place.
There is plenty of room for everyone in the industry, but let’s be sure we are naming a spade a spade. If anyone is wanting independent marketing and advertising strategy (and really what they deserve and need), then let’s be sure that’s what they get.
Test number one should be asking the question: “Is there any vested interest behind these recommendations?”
I can pretty much say that this leaves a very select few that will be providing genuinely independent solutions with the brand’s sole best interest in mind.
As I keep saying… brands deserve better.
Anne Miles is managing director of International Creative Services.
Let me guess Anne you’re independent?
What’s wrong with having a company that’s not independently owned giving advice or developing creative? Nothing.
So long as everyone knows full well that’s what they’re getting – then cut loose I say @terrible. Many people have great integrity in our industry and that doesn’t matter where they work. When big dollars count there are also many that are tempted to be pushing their own barrow, or selling what they have on the floor at the time. Many simply mean well but make poor judgement too, or miss the full scope of opportunity. Sure, if a brand wants that – go for it. Let’s just be clear everyone knows to make their own proper judgement before taking advice blindly. Many of these deals are not public knowledge and many brands are taken advantage of – that’s all.
I’m sure if you revealed your full identity we could know for sure that you’d never be pushing your own barrow at the expense of your clients… 😉
Were they ever truly independent?
You only have to look at the auditing process that focuses on CPW’s (cost per whatevers) rather than results and actual measurable outcomes, to see that the independent mediator was more interested in being retained for another the following year than any tangible business result.
Yes,
I thought the big consultancies key advantage over agencies was TRUST?
Creating themselves a financial incentive to give biased advice is a sound way to screw that..
Consultancies work in highly regulated sectors. You will find that work completed for creative clients that are also audit clients is scrutinised by client audit committees, and that independence probity on the consultancy side goes as deep as the individual staff member, not just the corporate level. Indeed, you are unlikely to find the level respect for independence outside the consultancy world.
You’re right. Clients deserve better. I hope they’re not paying you for this advice.