The Strategic Shuffle: Why Marketing & PR Consultancies Need to Evolve From Doers to Big Picture Thinkers

The consultancy world is undergoing a major overhaul. With AI turbocharging its capabilities in areas like content creation, media monitoring, social media scheduling and crunching numbers, the tactical end of marketing and PR is becoming increasingly something that can be done in the blink of an eye. What used to require teams of experts to get the job done can now be sorted out in a matter of minutes. And let's be clear – this shift is already changing the game for clients, the commercial model and the competitive landscape.

Industry data is showing that a whopping 41 percent of agencies are predicting a move towards advisory and consultancy roles over the next couple of years. This isn't some minor trend – it's a fundamental realignment. The market is sending a clear message: doing things is no longer enough. Clients want strategic counsel, decision support and frameworks that link together their reputation, brand and commercial results. They want partners who can see the difference between marketing strategy and execution, and who can confidently operate at the highest levels within an organisation.

For consultancies, this shift isn't a threat – it's a massive opportunity. While AI handles the 'doing', human expertise can finally start making its mark where it adds real value: upstream, in high-stakes decision making, long-term brand architecture and strategic thinking. The future belongs to consultancies that seize this evolution and position themselves as strategic communications advisors, not just task-doers.

As the founder of EC Stream - a consultancy built on the foundations of strategic clarity, advisory depth and cross-market expertise - I see this transformation not as some seismic disruption but as a natural progression. Our work has always blended execution with strategic smarts - and 2026 is the year this hybrid model becomes the new benchmark.

The Execution Conundrum

AI has fundamentally changed the economics of execution. It's now automating:

• Content drafting and repurposing - no problem!

• Media monitoring and sentiment analysis - got it!

• Social media scheduling and optimisation - a piece of cake!

• Basic analytics and reporting - no sweat!

These tools are a game-changer - but they also mean that the value of traditional services is compressing. What used to be a premium offering is now available at a fraction of the cost – in some cases, it's even free. And this is the AI impact on PR agencies that few want to admit: the value chain at the bottom is collapsing.

Clients have cottoned on to this. They no longer want to pay for things that AI can do in an instant. They want strategic thinking, not volume. They want insight, not activity. They want partners who can dig deeper into the data, anticipate risks, shape narratives and influence key stakeholders.

This is why high-end marketing services need to be at the heart of every consultancy's offering. The business case for repositioning is clear:

• Tactical work is getting commoditised

• Margins are shrinking

• Client expectations are going up

• Competitive differentiation is shifting upwards

Consultancies that cling to execution are going to get left in the dust by AI and undercut by offshore teams. Those that adapt will thrive.

What Does Strategic Advisory Really Mean

Strategic advisory isn't just 'senior oversight' or 'bigger thinking'. It's a discipline that requires real depth, rigour and cross-functional knowledge. In 2026, true strategic advisory spans five core areas:

1. Bringing Marketing & PR Inside

Strategic advisors integrate marketing and PR thinking into the organisation's DNA. This means:

• Aligning brand values with how people behave internally

• Ensuring communication principles guide decision-making

• Building cross-departmental understanding of how reputation impacts the organisation

This is where consultancies start to shift from external partners to internal catalysts.

2. High-Stakes Decision Advice

Advisory work is increasingly about navigating moments that shape the future of the business:

• Crisis and issue management

• Reputational risk assessment

• M&A communications

• Leadership transitions

• Regulatory scrutiny

These are decisions that AI can't make - and where human judgement is priceless.

3. Creating An Ethical Framework

With ESG, transparency and purpose-driven branding under the spotlight, consultancies need to help clients:

• Define ethical communication standards

• Build governance frameworks

• Align brand purpose with how the organisation actually operates

This is where advisory meets corporate responsibility.

4. Building Stakeholder Relationships

Beyond media, strategic advisors support relationships with:

• Investors

• Regulators

• Employees

• Communities

• Industry bodies

This is PR advisory services at its most sophisticated - far beyond just doing PR.

5. Long-Term Brand Architecture

Strategic advisors build frameworks that connect:

• Reputation

• Brand equity

• Commercial outcomes

• Customer experience

• Market positioning

This is the foundation of strategic marketing consultancy in 2026 - and the clearest differentiator between advisors and executors.

The Skills Gap Consultancies Must Fill

To play at this level, consultancies must develop their capabilities.

From Tactical Expertise to Strategic Business Understanding

Teams need to understand:

• Market dynamics

• Competitive landscapes

• Customer behaviour

• Organisational structures

This is no longer optional.

Reading Financials

Advisors need to be able to read:

• P&L statements

• Balance sheets

• Cash flow

• Margin structures

all of which are a real pain to deal with - especially if you don't have a clue about them. Without financial fluency, consultancies just can't be taken seriously by the C-suite - and that's a problem.

Cross-Functional Fluency isn't just a nice to have

Strategic advisors need to be able to work seamlessly with other key players in the business - people like CEOs, CFOs , COOs, HR leaders, legal teams, and operations people.

That's what sets them apart from every other marketing consultancy. This is where marketing consultancy positioning becomes a business function, not just a bunch of fancy marketing spin.

Change Management Capability is what sets great consultancies apart

Advisory work is no longer just about giving advice - it's about guiding transformation, supporting organisational shifts, managing internal resistance, and getting everyone on board with new ideas.

Narrative Intelligence is key to strategic success

The ability to take a bunch of disparate data points and turn them into a coherent, compelling story - that's a core strategic skill. AI can generate content all day long but it just can't interpret complexity or shape meaning in the way a human can.

The consultancy Business Model needs a serious shake-up

To deliver real strategic value, consultancies need to transform how they operate.

Its time to switch from Hourly/Retainer Pricing to Value-Based Fees

Clients don't care how many hours you bill - they want outcomes. Value-based pricing is the way to go - it aligns incentives and raises the bar on advisory work.

Frontline Teams need to become more Senior-Led and Specialised

Strategic advisory needs people with real expertise - not just junior bods who are trying to learn on the job. The future consultancy is leaner, more experienced, and more focused on what really adds value.

Proprietary Frameworks and Methodologies are essential for success

Frameworks create differentiation, repeatability, scalability, and intellectual property - all of which are essential for consultancy business model transformation.

Thought Leadership Platforms are a must-have

Advisory firms need to demonstrate some real strategic thinking in public - this builds credibility, attracts clients, and reinforces positioning.

Productised Advisory Offerings help Clients make better decisions

Clear, structured advisory products help clients see the value and make decisions faster.

The Case for the Strategic Consultancy is pretty compelling

The benefits of repositioning as a strategic consultancy are massive.

1. Client Retention just got a whole lot better

When you offer strategic advice, clients tend to stick with you a lot longer - you become a trusted partner, not just a supplier.

2. Premium Positioning and Margin Improvement are just the beginning

Strategic work commands higher fees and delivers higher margins - it's a no-brainer.

3. A competitive moat against AI and Offshore Execution

AI can execute tasks just fine, but it can't advise boards, shape brand architecture or navigate crises - and offshore teams can't do any of that either.

This is the moat that separates the strategic consultancies from the rest.

4. Integration with Marketing is the future

Strategic consultancies build unified frameworks that connect brand, reputation, customer experience and commercial outcomes - that's the kind of thing that sets them apart from PR agencies.

Section 6: How EC Stream Is Leading this Transformation

EC Stream was built for this moment - we've got a consultancy model that blends strategic advisory with executional excellence - always with strategy at the heart of everything we do.

Our Approach is all about delivering real value

We provide strategic guidance tailored to each client's business model, advisory support across brand, reputation, and commercial strategy, frameworks that connect marketing and PR to real outcomes, and senior-led counsel for high-stakes decisions.

Bridging Tactical Execution with Strategic Thinking

While we do deliver execution when that's what's needed, it's always anchored in insight, narrative intelligence, commercial alignment and long-term brand architecture.

Client Transformation Examples speak for themselves

We helped a scale-up struggling with investor confidence reposition its narrative and secure new funding after implementing our strategic framework. We helped a multinational undergoing restructuring navigate internal communications, protect its reputation and maintain employee trust. We helped a founder-led brand expand into new markets after we built a unified brand architecture connecting purpose, product and commercial strategy.

This is the value of strategic advisory in action.

Conclusion

The message is clear: consultancies that fail to reposition will get commoditised. AI will keep on automating execution. Clients will keep on demanding strategic value. The market will keep on rewarding advisory expertise.

The future belongs to consultancies that can deliver strategic depth, commercial fluency and advisory excellence. To our peers: get on board the transformation. To potential clients: look for partners who can guide your decisions, not just execute your tasks.

The next era of consultancy will be defined by human creativity, AI efficiency and strategic depth. Those who evolve now will lead the industry in 2026 and beyond.

Elena Caterina Chieri
Founder of EC Stream, Marketing & PR