Armanino, a company most enterprise procurement professionals associate with accounting services, has decided it wants to build a bigger presence in the marketing consulting space.

It plans to do that by launching a new consulting offering called Strategic Marketing Outsourcing. The executive in charge of the offering is a former Disney marketing director by the name of Keith McNichols who joined Armanino last June.

“To find success in-house requires a significant investment of time and money,” McNichols commented. “As a leader in providing growth-focused outsourcing services, Armanino now offers its Strategic Marketing Outsourcing service to bring firms the same resources and capabilities that a full-fledged marketing team would.”

Armanino ranks as one of the world’s 50 largest professional services firms thanks to the fact it generated over $400 million in fee income last year. Its main focus is providing accounting services, but it also offers other consulting offerings in areas such as HR.

Armanino has had a presence in the marketing space for quite some time. It operates a business unit called AMF Media Group that can help clients with everything from running Google Ads campaigns to setting up a CRM and hosting events.

But what Armanino didn’t have was a former Disney marketing director leading its efforts in this area. The launch of the Strategic Marketing Outsourcing offering suggests the firm is doubling down on this part of its business.

The offering will give clients access to many of the same services that Armanino  sold previously via its AMF Media Group. But those services will now be delivered through a three-phase process designed to increase the return on investment for companies.

The first phase will involve Armanino consultants assessing a client’s marketing systems and finding optimization opportunities. The second involves selling internal stakeholders on the suggested improvements, while the third phase focuses on implementing those improvements.

It’s a very typical consulting playbook that Armanino and many of its rivals have applied successfully in other areas like IT. The firm plans to take on both small projects, like those that involve helping a company roll out a new martech product, and complex strategic marketing campaigns. 

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