If the writing wasn’t already on the wall, Accenture Interactive’s recent acquisition of creative agency Droga5 confirms that consulting firms want a bigger piece of the advertising business.
But Fernando Machado, the global chief marketing officer of Burger King, doesn’t see the fast-food chain using consulting firms for their creative work.
“I don’t see the value [in working with them],” Machado told Business Insider in a recent interview. “I have not seen any groundbreaking creativity coming from there, and I have not seen creative people dying to go to work for a consulting firm, either.”
Burger King still employs them for larger business problems, like entering a new market or fixing the supply chain — tasks they’re traditionally known for, he said.
But Machado said agencies have helped Burger King develop creativity into a competitive advantage. In that way, Burger King is bucking the in-housing trend, and is not among the 78% of brands part of the Association of National Advertisers that reported having an in-house agency function in 2018.
“Burger King is not