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Bigger isn’t always better.
In a world where rapid change is the new norm, bigger brands are seeking out smaller agencies that have the agility to keep up. This shift in thinking gives brands access to nimble creative teams that counteract their large and slow-moving business models.
Intentionally small, we have watched this trend take shape over the last few years, but it’s only now that the rest of the industry has started talking about it. Mumbrella declared that 2016 is the year that big brands start exploring how they can work with smaller agencies, and AdNews has acknowledged that equating size with safety is a naive way of thinking.
While it’s easy to assume that price is a driving factor behind the decision to go small, many brands are thinking beyond budget. Smaller agencies may well be cheaper, but their focus on speed and innovation keeps brands competitive.
Here are the top reasons why big brands are choosing smaller agencies.
1 Forward-thinking ideas
We believe that if you aren’t changing, you aren’t moving forward. By staying small, agencies can implement new ideas and services faster than their larger counterparts. They can also drop redundant services with ease, which means you won’t be sold something that will benefit the agency and not you. These updated service packages make it easier to implement new ideas that will place you ahead of the pack.
2 Scalable and specialist services
A lean workforce doesn’t mean you won’t get the right people working on your project. Many small agencies exist within a network of specialised professionals who can be mobilised when needed. This means you gain access to a pool of skilled people (who can be hand-picked for your project), without paying for the maintenance of specialist business departments.
3 Commercial insight
Love working with the rising star at your agency? Chances are they’ll be doing their own thing soon enough. Many small agencies (ours included) are started by experienced industry professionals wanting to do things differently. As a result, clients receive advice that is informed by commercial insight and in-depth knowledge of what works and what doesn’t. And once work starts, your project is handled by these same high-level professionals.
4 Entrepreneurial focus
One of the most common concerns we hear from larger companies is the lack of entrepreneurial spirit within big business culture. Being a small and viable agency requires smart thinking and we pass this energy and enthusiasm along to you. By always asking why and seeing problems as opportunities, we challenge you to think bigger and bolder. If you want to take risks, we are up for it, but we also know when to play it safe.
5 Faster results
Bigger organisations come with more layers. This slows down approvals, processes and the overall completion of your project. If you are employed by a large organisation, you already know how this works and it’s unlikely you want to partner up with another business that has the same stifling bureaucratic processes. The good news is that creative vision doesn’t hinge on size. Small, agile agencies look for talent that can relate to your perspective and get the work done faster.
6 Awards don’t matter
While it’s nice to get a shiny trophy and a round of applause from peers, the real buzz in our line of work is finding great solutions. Small agencies get results not because we are driven by accolades, but because we exist to do great work. We are more interested in becoming an effective extension of your business rather than pursuing work that will win us the next award. This approach pushes the creative boundaries and gets better results.