Matti Littunen was quoted in Campaign on the sudden flurry of ad agency reshuffles and departures. He said that “Some restructuring at WPP agencies, including changing of the guard, was inevitable after Martin Sorrell's departure. Indeed, some of it would have likely happened even had he stayed on, such is the pressure on the holding group model." He believes that creative agencies, such as Ogilvy, have taken a back seat in the holding group model as media agencies took over much of the strategic planning for client accounts. Matti also told Campaign that consulting is going to be the way forward for the industry. “Professional services firms have gradually expanded their offering to advertising services, increasingly taking away agency business," he said. "Leo Rayman's move is yet another indication that WPP intends to meet this challenge by going in the opposite direction, by expanding further into professional services, but also that they see creative as a key differentiator in doing so."