Advertisers have traditionally looked to advertising agencies and not consulting firms to improve their performance. However, the data and analytical offerings of the major consulting firms are now competing with the creative prowess previously attributed only to advertising agencies. In fact, it is clear that this is just one of the areas in which the traditionally narrowly focussed consulting firms are extending their services, with creative and design teams growing in many of the top consulting firms, potentially creating some strong competition for the advertising agencies.