In the marketing world, Big gets its butt kissed. Big has money, so Big has power–on the client and the agency side. When Big talks, everyone listens.
Global brands need global partners and world-wide reach; no one can argue with that. Your $300 million account needs some earnest eye-gazing and sweaty hand-holding. And for that amount of cash, everyone wants in. It’s a complicated, deal-making world.
But what if your brand doesn’t live in that world? Maybe you’re a start-up, mid-sized or challenger brand. You’ve got no plans for offices in London, Sydney and Mumbai. You don’t need the added layers and expense, the fancy dinners and box seat perks. And your $3 million budget would scarcely get you a returned phone call from Big Agency. How, then, do you get access to innovative thinking and people who can help move your brand and business forward?
Focus your search on the level of talent, not the size of the firm. Small agencies house some of the sharpest minds in marketing today and represent a great value in a cost-conscious world.
What’s small? That depends. Small could be a national level shop of 50 people or it could be the ex-president of one of the Bigs who just started a new two-person firm. Here are some things to consider as you start your search:
- Look at your immediate and long term goals. You’re looking for partners you can grow with–not just ones who can get those first few projects off your desk, right?
- An agency relationship should be treated with the same due diligence you’d apply to bringing on a new business partner. If you’re not interested in that level of commitment, don’t hire an agency.
- It’s a fact: most small agencies don’t make decisions based on a certain profit margin–but what’s best for the client. You’d never hear that about Big.
- Small agencies are fearless–they take risks that Big can’t.
How do I know this? I talk to them everyday. I’m in meetings and pitches with them. I’ve watched them face seemingly impossible, complicated challenges and hit it out of the park.
So in your search for the right marketing agency look beyond Big. Consider a smaller agency – they’ re likely a better fit for your budget and your brand. Brilliant marketers are anxious to take your call–let us hitch you up with one.