They bring agility, creativity — and a personalised touch
In the cut-throat world of advertising, David is taking on Goliath. Small advertising agencies are defying the odds, gaining traction in the industry and challenging the dominance ofWith a nimble and often more innovative approach, these small shops are disrupting the traditional advertising landscape through agility, creativity and mostly a more personalised touch.
Writing in the trade publication Drum, Roland Gurney, founder of agency-positioning specialist shop Treacle, says: “Large brands are having their heads turned by smaller shops without the bulk and bureaucracy. Rather than relying on the same five faces in every pitch, some brands are actively seeking out leaner agencies: wild cards, weird little outfits, creative collectives, and remote-working crews who offer something different.
He takes a little umbrage, though, at the descriptor “small”. “Small agency does not mean smaller ideas or smaller solutions. In the restaurant world, smaller, independent, and niche fine-dining establishments would outperform a big diner every day. I believe this to be true at creative shops too.” Conversely, with smaller budgets and fewer staff, small agencies have no choice, she says, but to be strategic and innovative to compete with larger, more established firms.
He also says with smaller agencies there is a sense of “real-world collaboration that’s hard to replicate at scale”.
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