Small Agency = Big Results
I like to shop local. I always have. Maybe it’s a generational thing. I’m old enough to remember when the first malls and mega-stores began to dominate the landscape, and I’ve never been completely comfortable with impersonal shopping in cavernous spaces. I’ll take a knowledgeable, community-focused retailer and a real, one-on-one relationship any day.
For companies looking for the right agency to help with their branding efforts, that small-versus-big question should be given careful consideration.
While the larger agencies, with their multi-layered staffs, bring a level of prestige, it is by necessity more of a factory approach, with one or more “reps” running interference between the client and the creative team, and marketing and creative departments often working in separate silos. For some companies, there are advantages to this model, but for many businesses, there’s a better way to brand.
Among the many benefits of working with a small agency is an increased level of personal attention and service. Larger agencies have their teams working with multiple clients simultaneously, diluting focus and fostering an assembly line approach that may not lead to the most effective solution.
Another advantage of working with a smaller creative shop is increased flexibility and quicker response time. Like big cruise ships, larger agencies turn slowly, while boutique shops are quicker on their feet and more easily adapt to inevitable changes and adjustments. Smaller shops are also adept at creative collaboration, able to quickly assemble a cohesive team of designers, content creators, and market strategists perfectly suited to the client’s particular needs.
Another distinct advantage to the smaller agency is that one-on-one creative relationship, which more often than not results in an end product that hews more closely to the client’s original vision and therefore better resonates with their target audience.
And finally, smaller shops aren’t weighed down by large staffs, processes, and overhead, so those costs don’t get passed along to the client. In the final analysis, it’s important to remember that, when it comes to creating your authentic, sustainable brand, sometimes it pays to think small.