, Columnist
A Bunch of Nerds Are Laying Siege to Madison Avenue
The accounting giants are muscling in on the ad world. Maybe it's time to partner up.
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When accounting giants start telling you that "brands are no longer built through advertising,"1494243983393 you know something's up on Madison Avenue.
As I've written before, the nerds and spreadsheet jockeys at big consulting groups such as Accenture Plc, IBM Corp and PricewaterhouseCoopers LLP have been enjoying a moment in the marketing industry sun as brand-building is changed by the internet.