For years, big brands have hankered after big creative agencies to reflect their stature in the marketplace – only to find they are top-heavy with processes, people and systems. But there is a move towards the smaller, boutique creative agency that can work more closely with you to achieve the goals you want to achieve – at a fraction of the price. We look at the advantages of working with small creative agencies, and how they’re challenging the big boys.
Boutique creative agencies are flexible
Big agencies are like kingdoms, with rulers, serfs, merchants and vendors; they have built structures and reporting models that look impressive but root the company in process and routine. And while clients often find they have to adapt to the methodology of large agencies, small agencies are more likely to adapt to the way and the speed that they work. A boutique creative agency is your flexible friend; they are likely to offer a tailored, bespoke service, they’re able to move swiftly, and they’re more hungry to do better as they’re not resting on a big reputation. They work alongside you to deliver the very best for your brand.
In a boutique agency, people work together
Large agencies are driven by hierarchy and separation, with a strong pecking order of directors, associate directors and executives who are all clawing for more power or recognition. I’ve sat in on meetings at big agencies with 20 people or more; many don’t speak up as they feel intimidated by the numbers – and that cramps creativity.
Small agency employees tend to work more effectively together, sharing skills and ideas from all levels. It means that more experienced creatives will give guidance to junior staff – or help develop that great idea. It also means that staff will cross disciplines and think laterally – often coming up with more creative work. I’ve seen it time and again when a great idea comes from the least expected person. In bigger agencies, the idea just doesn’t surface.