Small Can Sometimes Be Better

Photo: Julian DeSchutter

Photo: Julian DeSchutter

I’ve had my agency for ten years now and I won’t lie, there have been some ups and downs. We’ve had the privilege of working with a variety of mega brands, and collection of emerging brands and start-ups. The agency world, no matter what industry you’re in, is always a juggling act – trying to get the right balance to support your client’s needs. Sounds simple, but it’s not. And if you’re an agency, you know what I mean.

One thing I have seen over the past ten years, and I feel I have enough time under my belt to say this: big is not always better.

Just because we aren’t a big agency isn’t why I am advocating for the small, and big can sometimes be way better, but in an age where customization matters, big doesn’t often cut it. What does that mean? Well, it means that brands actually should pay more to get more specialists on their work. I’ve always loved the idea of ‘brand,’ and I do think we all need to have a holistic view of our client’s brands, but

...once the template is created its time to roll up our collective sleeves, get alongside other agencies, and get to work.

I have been disappointed at the ‘one size fits all’ mentality of some of the larger groups out there. But to be fair they have to think and operate like that, economies of scale are real, and the client’s budgets and mentality are usually dictating that route. However, economies of scale will always have to cut corners, and with that much of the magic can be lost.

So, here's the thing: brands be smart, create a coalition of smaller agency support to get the big job done. You’ll get much more for your money without losing the magic.