Consulting firms have waded into the advertising world in recent years in an attempt to compete with cumbersome holding companies with their own campaign strategy and creative services. Accenture, PWC, Deloitte, and others have acquired dozens of marketing and digital agencies between them to bolster such capabilities.

But until recently, consulting firms refrained from conducting media buying on behalf of clients, claiming a disinterest in low-margin businesses. That changed recently with Accenture Interactive’s announcement that it will begin pitching for clients’ media budgets, and now people are crying foul.

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