Small agencies crush big agencies. Thats right. In fact, it’s not even close.
Agencies truly come down to one thing — people.
Great people can work anywhere, but large companies tend to clip the wings of their most innovative and productive workers. It may not even be intentional, it’s simply difficult to operate creatively and outside the box of a behemoth company. Small agencies often foster, support, test and produce more creative, thoughtful and relevant work. Why? We aren’t slaves to time sheets, we have more autonomy, and we have a thinner line between us and our clients.
Success of small agencies depends on the ability to leverage flexibility and develop fresh ideas. Each team member must be an expert at his or her job and develop additional skills, depending upon the project. An account person may expand into social strategy, an art director may create information architecture, a tech lead may assist with content strategy. Each person is exposed to a broad array of tactics and learns when to use each tool to solve a range of client challenges. Each team member is focused on client goals, not necessarily his or her defined role. This is critically important because marketing is being redefined each day. Flexibility is the key to success; every touch point, ranging from retail to social media, provides an opportunity to expand the definition of advertising. Flexibility is wired into each small-agency shop from birth.