Let’s face it: The advertising industry across the world is undergoing a fundamental transformation. Traditional models—centered on running campaigns and delivering creative assets—are struggling to keep up with the complex demands of modern businesses in a volatile, unpredictable, complex and ambiguous (VUCA) world. Today’s brands face challenges ranging from volatile markets to digital transformation and shifting consumer behavior. In this context, my argument is that among many ways the advertising industry is trying to stay relevant, a marriage between this industry’s traditional format and the consulting industry is a rather potent one. In this piece, I would like to make the point that advertising agencies must evolve, adopting the strategic and problem-solving mindset of consulting firms to stay relevant.
Consulting giants like Boston Consulting Group (BCG) and McKinsey have long excelled by solving intricate problems with data, strategy, and a long-term perspective. For advertising agencies, this approach offers an opportunity to move beyond execution and become trusted partners for business growth. Here’s why the shift is necessary and how agencies can make it happen. I have tried to stay brief on the idea and then back that up using an example.
A “solutions” mindset over a “campaigns” approach
Traditional advertising is often transactional: a client requests a campaign, and the agency delivers. This approach, while efficient, often addresses surface-level symptoms rather than deeper business challenges.
For example, consider an e-commerce company experiencing high ad spend but limited returns. A consulting mindset would approach this differently—identifying issues across the entire funnel, from awareness to conversion. A comprehensive solution might involve refining targeting, optimizing landing pages, or even redesigning elements of the customer experience. Such an approach solves the underlying issue rather than simply delivering more ads.
Strategy as the guideposts for all-things-execution
Consulting firms prioritize strategy as the foundation for all execution. They invest in understanding market trends, competitor dynamics, and internal capabilities to design solutions that drive long-term success. Advertising agencies, too, need to make strategy their core offering.
An example can be seen in education technology, where success requires more than lead generation. Agencies taking a consulting approach would combine storytelling with performance marketing to build credibility alongside sales. By connecting marketing activities with broader business goals, agencies have to position themselves as indispensable partners rather than service providers.
Use the power of data and insights – really!
Consulting thrives on data, which provides clarity and precision in decision-making. Advertising agencies can no longer rely on creativity alone; they need to embrace data as their guiding light. I know that there’s a lot of talk regarding “data-driven decision making” but in my experience working with the Bangladeshi companies in different capacities, this phrase is more of a “talk” than a practice. Agencies “really” need to start using the power of data and insights
By analyzing customer behavior, purchase patterns, and engagement metrics, agencies have to create campaigns that deliver far more targeted and effective outcomes. For instance, retail brands targeting niche audiences can optimize spending by focusing only on their highest-value segments, leading to measurable gains. I know at least three Bangladeshi retail brands employing this in their business to create sizable gains.
Long-term value creation over fancy metrics
While advertising agencies often focus on immediate KPIs using fancy metrics—like TRPs, clicks, or impressions—consulting firms are experts in delivering lasting value. Agencies must shift their metrics of success from short-term wins to long-term growth and transformation.
For instance, a real estate company seeking lead generation could benefit from a broader transformation strategy. A consulting-minded agency might optimize not only its ad campaigns but also its sales funnel and post-lead engagement processes. This approach ensures a higher rate of conversion and long-term client retention—both critical to sustainable growth.
Multidisciplinary, collaborative teams over assembly-line, functional department models
One of the hallmarks of consulting firms is their ability to bring together cross-functional teams to solve complex challenges. Advertising agencies would do well to experiment with adopting a similar model, combining the expertise of creatives, strategists, data scientists, and technologists.
For example, a university aiming to boost student enrollment might need more than just a strong campaign. An integrated team could redesign and realign both its offline and digital platforms, craft content that resonates with prospective students, and establish analytics to measure success throughout the enrollment funnel. Agencies that leverage multidisciplinary teams can offer holistic solutions instead of piecemeal services.
Why This Shift Matters
The traditional approach to advertising is no longer enough in today’s complex environment. Deloitte has introduced the idea of CMO 2.0 whereby CMOs are no longer responsible for brand, advertising and traditional marketing alone. They’re at the forefront of the company’s effort to engage with consumers and deliver an outstanding experience at every opportunity. It’s not enough to simply build brand awareness now: CMOs must use their deep, data-led understanding of the consumer to ensure the entire business is contributing to a superior experience. They must ensure marketing is driving growth, revenue – and delivering a measurable return on investment. This underscores the growing demand for agencies that can think beyond campaigns and contribute to their clients’ broader vision.
Brands today are looking for partners who can help them navigate uncertainty, adapt to change, and achieve sustainable growth. Consulting firms have built their reputations on delivering exactly this value, and advertising agencies must follow suit to remain relevant.
Subtle Signals of Change
While the shift is still in its early stages for most agencies, some have started adopting this consulting-oriented approach. Agencies that invest in data analytics, develop bespoke strategies, and focus on solving business problems—not just creative challenges—are gaining traction. Even in my workplace, initiatives are underway incorporating these principles, blending the analytical depth of consulting with the creative spark of advertising. This hybrid model, while still at its early days, is expected to ensure that the work addresses both immediate and strategic client needs, providing a glimpse of what the future of advertising could look like.
The Path Forward
For advertising agencies to stay relevant, they must transcend traditional boundaries. This requires asking tough questions: Are we addressing the right problems? Are we aligning with our clients’ long-term goals? Are we delivering results that matter, not just metrics that impress?
The answer lies in adopting a consulting mindset. By combining strategic thinking, data-driven insights, and cross-functional collaboration, agencies can transform themselves into indispensable partners for business growth. Those willing to evolve will not only thrive but lead the way in defining the future of advertising.
As businesses demand more than creativity—expecting strategy, precision, and transformation—agencies must rise to the occasion. The challenge is clear, and the opportunity is vast. It’s time for advertising to embrace consulting.
Author: Md Saimum Hossain
The writer is an MBA from the Ivey Business School. He cofounded and now co-runs one of the earliest digital-first advertising agencies in the country. A staunch proponent of the case-based learning method, he teaches at the University of Dhaka as well.
