I tried to respond to this article in media magazine on the site but it wouldn’t let me, claimed my verification code (4 digits, even I can get that right!) was entered incorrectly.
So heres my response
You are right the agency business has been commoditised but you only have yourselves to blame because you all got yourselves into this mess because agencies lied to clients for so long which meant a price war was inevitable.
And you are right, there are some consultants out there making nice margins, but I’m not gloating.
But all that will change if you and your agency friends start to pass yourselves off as consultants. I beg you please don’t do it! You’ll ruin the consulting business just like you’ve ruined the creative business!