There’s a lot of discussion around the new “advertising agency model.” Giant multi-national agencies are merging, public relations firms are still adapting to their role in the social media landscape, and technology is moving so fast that only the nimble ninjas of
the internet can keep up. What does this mean for the agencies and the clients they serve? In my opinion, it means opportunity.
In fact, we often work with other agencies that some view as our competition. Partnerships of various types are now standard practice among smaller agencies, and many clients prefer to work with smaller teams instead of larger agencies.
Being a smaller “boutique” agency used to be a negative thing. We used to think that clients wanted one-stop shopping and access to every type of creative resource. In fact you’ll succeed if you have deep knowledge in a particular area of marketing and can carry that across industries, clients and projects. “Disruptive innovators” with specialties like influencer outreach programs, interactive conversation specialists and niche focuses like the female economy, LGBT or millennials are now a big part of the marketing mix (just look at the success of campaigns by brands like Absolut and State Farm). This segmentation has also created a vast array of specialists and has replaced subcontractors with partners andcompetition with joint ventures.
For clients, this approach translates to more efficient use of resources and better campaign results. So, get creative when picking your team, and design one that fits for your company and project. Be open to unusual combinations of people and firms – don’t just cookie cutter the solution to your perceived need.