Long-term consulting: Also known as relationship consulting, this type of consulting involves a long-term commitment to a particular client. The advantages of long-term consulting are that you can better understand the goals of the company and that you can take part in long-range planning and goal-shaping.
Short-term consulting: Many companies hire advertising consultants to help only on a specific project. The advantage of short-term consulting is that consultants are unhindered by “the way things have always been,” and therefore, they bring in fresh ideas and a new perspective.
Advertising consultant vs. advertising agency: In some sense, an advertising agency is an advertising consultant. However, the term “advertising consultant” usually refers to a single individual (who may not be connected with an ad agency) that a company, or even an advertising agency, hires to work with the company’s current advertising team.
Experience first, consult later. Advertising consultants do not start out as consultants; rather, they spend several years working in the advertising industry and then decide to go freelance or join a consulting firm. This real-world experience ensures that these consultants come to the job with plenty of practical knowledge. In addition, there is no licensing for advertising consultants, so companies judge prospective consultants almost solely on their experience.