IPG agencies are having to increase their relevance in a fast-changing market by adding other services such as consulting. Marketing departments taking work in-house and the rising threat from management consultancies are damaging the digital agency business more than other types of companies, according to industry executives. Pivotal analyst Brian Wieser commented: "The more tactical and repetitive the work, the more the marketer can bring it in-house." In response, companies such as Huge are "reinvesting in consulting and business transformation expertise", according to Michael Roth, the CEO of US advertising group Digital.
Digital agencies are having to increase their relevance in a fast-changing market by adding other services such as consulting. Marketing departments taking work in-house and the rising threat from management consultancies are damaging the digital agency business more than other types of companies, according to industry executives. Pivotal analyst Brian Wieser commented: "The more tactical and repetitive the work, the more the marketer can bring it in-house." In response, companies such as Huge are "reinvesting in consulting and business transformation expertise", according to Michael Roth, the CEO of US advertising group IPG.