8. Figure 3-5 shows that more than half of the largest advertising agencies are now consultancies such

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8. Figure 3-5 shows that more than half of the largest advertising agencies are now consultancies such as Accenture Interactive, Deloitte Digital and IBM iX.

Discuss the reasons marketers are using consultancies to handle their advertising and other areas of marketing communication versus traditional advertising agencies.

How might traditional agencies respond to the threats they are facing from consulting companies? (LO 3-6)

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