The consultancy wave recedes
Welcome to a Tuesday update from Unmade. Today: With one notable exception, the consultancies are in retreat from adland.
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Nearly a decade into the experiment, the consultancies shrug at adland
One of the curiosities of the Australian economy is that we’re small enough for experiments, but large enough for them to be meaningful. That includes within the communications industry, where a decade ago the management consultancies chose Australia as the place to figure out if there were revenues to be made from the brand sector.
A decade in, the consultancies are starting to make up their minds about whether they want to be all in. The attraction for the consultancies was in finding adjacent territory where they could offer new marketing services, and charge for them.