Is Smaller Actually Better…?

Small Agencies Crush Big Ones: It’s Not Even Close

They Have the Flexibility and Culture to Adapt in a Rapidly Shifting Industry

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After 20 years in the advertising industry, there’s one thing I can say with great certitude: small agencies crush big agencies. That’s right, I said it. In fact, it’s not even close. You may discount my opinion because it comes from a founder of a small agency. But if I worked for a major brand, there is no way I would consider a large agency over a small one. Here’s why: Flexibility Grows Fresh Ideas 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…

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