JEREMY MAGGS: Digital ‘land grab’
A new battleground centred on digital capability in brand building has emerged between consultancies and ad agencies, along with a fight for bespoke skills
A new war is being fought on the brand-building front as big global consultancies are now offering competitive high-end digital skills. But the fightback has started. King James Digital — part of the Cape-headquartered independent King James Group — believes that while consultancies might have customer analytics taped, it’s in the implementation that the battle will be won. Chief creative officer Matt Ross says: “A sharp focus on customer experience closes the loop — namely communicating, being part of product-build and understanding, and using optimum platforms and media choices.” Ross and King James Digital CEO Nimay Parekh say the topography of brand communication is changing daily: those that move rapidly when it comes to interpreting data and are flexible in implementing solutions have the edge. Ross talks about a “land grab” between digital agencies and business consultancies such as Deloitte and Accenture. He’s at pains to point out, though, that King James Digital is not a c...
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