Opinion: Why the Droga5 acquisition is a good thing for advertising

Consultancies have been creeping into agency turf for years now. But even in light of Accenture Interactive’s purchase this week of award-winning creative agency Droga5, the idea that they'll will wipe out ad agencies altogether has been overplayed. And what’s disproving that all-too-common narrative of recent months is the increasing success of smaller shops. In 2019, the ad business centers on offering a mix of data and creativity, and small and nimble agencies seem to do it best at—a lower cost.