Ad agencies evolve into strategic consultants

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

6/14/10, BtoB

B-to-b marketing agencies have evolved over the past 10 years from being primarily advertising and branding focused to playing a much larger role as a strategic partner for their clients.

“There has been an increasing level of respect assigned to an agency’s counsel as a consultant and provider of advisory services,” said Rick Segal, worldwide president-chief practice officer at GyroHSR, New York.

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