The move is both a striking sign of the growing importance of the 'marketing architecture' sector and a wake-up call for the PR industry.
In PR, just as in any other comms discipline, clients must find ever more credible ways to deliver demonstrable returns: if they do not have the right structures, people and investment plan in the first place, they cannot succeed.
In-house teams and agencies alike must raise their game - before they find that Accenture has already done the clever stuff, leaving them with nothing to do but write releases and pass the canapes.
Tom Wells, managing partner, Gyroscope.
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