“Incumbents in the industry that sell high-end marketing strategy consulting services offer premium quality concepts and creative projects that we believe require specific skill sets that can’t be automated. Some new entrants in the industry are offering simpler services for the low-end market, and usually at lower price points (e.g. simple logos or websites that can be developed at locations geographically remote from their customers and/or directly by their customers with the use of existing templates). It’s a challenge for incumbents to see such services as potentially disruptive because their current customers usually demand a high level of creative competence on complex projects, along with the convenience of geographic closeness with that agency. 

Therefore, how can incumbents that offer integrated high-end premium services, particularly in the advertising industry, innovate in the lower end segment? And when the brand is one of the most important assets of a business, how can such incumbents introduce low-end services without affecting their brand (or should they not even consider the introduction of such services due to legitimate fears of brand dilution)?”