#mediasnack

In this week’s #Mediasnack Tom and David discuss the rise of the consultants and ask where do they go next in the battle against the holding companies.They look at the latest Ad Age analysis of the advertising market. The figures show the speed at which the management consultants have gained revenue from marketing services. In just five years, they have moved from 0.6% share to a 12% share.The management consultancies are also growing significantly faster than the holding companies so would expect to continue to gain share in the year to come.Tom and David point out that this growth comes entirely from strategic thinking and creativity, arguably commercialising an area where the holding companies have failed.These numbers come out at the same time as the big holding companies announce their Q1 results. By contrast, they are a mixed bag with an average 1.7% organic growth year on year. Sir Martin Sorrell warned that competitors had been making commitments to advertisers that were unrealistic.The next step for