Smaller is better. Is that true for agencies? They are winning good marketing contracts from their larger competitors.
An article in Influence recently suggests smaller is better. Small agencies and independent practitioners are doing well. Many in the industry notice they are winning a lot of work from larger competitors. Why are client organisations choosing them? One answer is greater flexibility, another is staff continuity. Another reason is that experienced people come at a cheaper price.
The virtual office
Sole practitioners and smaller agencies keep costs down when they have fewer bricks-and-mortar offices and staff work from home or from shared spaces. They have fewer support staff. Some smart smaller agencies keep their talented staff happy and loyal because they are offering this flexible working pattern. The surprise is that clients are happy to support it for the agencies they hire. Flexible working is no longer something only offered to a few working parents in a clandestine way. Clients are not fazed.
One thing clients look for in an agency is strong sense of purpose. Some believe this is clearer in smaller ones than larger. Other clients like their agencies or sole practitioners to be part of the in-house team. This is easier to achieve with low staff turnover and flexible working approaches. New technology will all help to deliver a seamless service no matter where the talent is located. Some clients who have international briefs know that the agency team spreads across nations. Influence noticed that delivering good work and creative ideas were far more important to clients than bricks-and-mortar. They don’t need to visit an agency office so much, they too are happy with video calls, shared documents and remote working.
But it is hard to see how larger agencies, who also retain exceptional talent, will sit back and accept smaller is better. They will respond with their own version of flexibility. All this is good news for the industry – better ways of working, happier staff. Find out more here