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Digital agency VML launches Southeast Asia venture to take on management consultancies

Oliver ErikssonVML has launched a consultancy service in Southeast Asia and India to compete with management consultancies such as Deloitte and McKinsey.

The new business will link VML’s account management talent and planning teams to go for work usually won by consulting firms by starting at a level “above the typical brief,” the agency says.

Leading the global advisory practice out of regional hub Singapore will be former XM Asia Pacific head of digital strategy Oliver Eriksson.

Eriksson, who moves from VML’s London office where he was head of strategy to run the business, said that digital agencies are emerging as an “attractive alternative” to management consulting firms, “because agencies are also implementers.”

“More and more, CMOs are looking to digital marketing agencies to help grow the business particularly through opportunities opened up by new and emerging markets, digital/physical retail mash-ups, and wearables,” he said.

“In our experience, CMOs (the most senior clients we tend to deal with) are now not only the champion for the customer in their organisations, but are also now the champion for transforming enterprise IT, channel design and other historically non-marketing activities, all in direct response to the sweeping effects of digital disruption.”

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