ORLANDO — As the finger was pointed at the ad agencies for inefficiency and obfuscation, the big business consulting groups smelled an opportunity.

Now Accenture, PwC, EY and Deloitte has made significant efforts at taking brands’ marketing services contracts.

But what does that look like?

In this video interview with Beet.TV, Nikki Mendonça, president of Accenture Interactive operations, outlines the offering.

“There are new rules of branding,” Mendonça says. “We’re redesigning the marketing and content operating models of our clients and going to them with very, very new, bold, challenging structures and processes and ways of operating. Particularly in the area of experience activation.

Mendonça describes “a new marketing operating model that is more effective and efficient”: “We’re doing a lot of kind of one day design and activation workshops with clients where we’re really ripping up the rule book.”

Until January 2018, Mendonca was President of OMD EMEA, were she was responsible for the financial and operational performance of all OMD offices across Europe, Middle East and Africa.

Now she is helping one of the consulting firms emerge in to world of helping companies build brands through marketing and advertising.

She says SynOps, a software platform that uses historical and current client data to recommend efficiencies, is receiving a lot of focus for marketers.

Mendonca says Accenture Interactive is examining TV as a “shoppable” and performance, results-oriented marketing channel.

This video is part of Beet.TV’s coverage of the ANA Masters of Marketing Conference in Orlando, 2019.   The series is sponsored by iSpot.tv.  For more videos from the series, please visit this page.