“We take a strategy-through-execution approach,” Deloitte’s Singer said. The consulting firm looks at what its clients want to accomplish, how it needs to change from an operations standpoint, and what type of technologies it needs to facilitate this transformation.
“Once the infrastructure is in place, we look at, ‘How does the information we gather make you more effective?’” he said.
The overlap of domains between software companies, media agencies and consultancies can occur in the campaign execution process or "communication" stage, but can ultimately benefit clients, Seiler said.
“I think it’s awesome to have lots of different ways to get to the same result,” was Seiler’s response to consultancies and tech firms planting agency stakes. “Cable TV did so much to make broadcast TV better, so bring on the competition.”
Even the creative side is being affected. While Seiler noted that the media owner still has the greatest creative capabilities, he pointed out the concept of “good creative” is in and of itself changing.
“We think too much of, ‘Is TV creative?’ ‘Are the ads good?’ I think, once upon a time, you’d look at [a brand like] Nike through their TV work.” Now, he said, Nike is showing up as as an “active participant in our lives,” with data-rich products like FuelBand. “Consuming media is a much more personal thing than it used to be” and the advertising message must not be contained to one “medium.”