Advertising Age Article Abstract
Management Consultants Push Further Into Ad Business
IBM Joins Marketing Industry Fray With Accenture and McKinsey
NEW YORK (AdAge.com) -- Consulting giants such as IBM, Accenture and McKinsey are casting a lengthening shadow on Madison Avenue, a thoroughfare long avoided by these left-brain-dominated organizations. The day ad execs have long feared -- when management consultancies' bean-counting, process-wielding barbarians will storm the marketing world's gates -- may well be nigh, as each of these titans is finding its own way to make money in the advertising business. ...