COMM2490: Accenture Interactive Foresees the Rise of ‘cagencies’- Case Study, Client Management, SIM University, Singapore

Assessment task

Question1: Write an 800-word report using the case study method for the designated case.

Designated case: “Accenture Interactive foresees the rise of ‘cagencies’”.

Assume the position of the Client Service Director for Publicis Singapore
(www.publicis.com.sg). You are tasked to draft a proposal to your Managing Director,  highlighting the need to incorporate business consultancy skills and tech within the agency.

Analyse and provide your recommendations based on the Singapore context. You may wish to conduct secondary research to broaden your industry perspective. You can use the pointers below as a guide.

Question2: Analyse and describe the challenges faced by the advertising industry.

Question3: What are the differences and similarities between the traditional agency and business consultancy?

Question4: How can business skills and tech add-value to your current services and clients?

Question5: Discuss and evaluate alternatives.

Question6: Provide one recommendation with an action plan for your agency.

Accenture Interactive foresees the rise of ‘cagencies’

LONDON: As traditional agencies and consultancies continue to compete for business, the advertising industry can expect the disciplines to converge into so-called “cagencies”, according to a top executive at Accenture Interactive.

Anatoly Roytman, managing director of Europe, Africa and Latin America at the global agency network, predicted that there will be many more combinations of agencies and consultancies like his.

In conversation with Campaign’s global head of media, Gideon Spanier, at last week’s Media360 conference, he said: “There will be companies, let’s call them ‘cagencies’ – these are consultancies that are moving rapidly into what used to be the agency space.