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Reasons to Partner With a Small Advertising Agency
By Jean at Omni | June 11, 2008
So many times companies believe that working with a larger marketing firm will gain them more in branding, creative, public relations, media placement, market research and market consulting, but that is not always the case. Small agencies develop their teams, provide the experience and all the skills that larger agencies provide but with that extra special care. It is more of a personal relationship than big business. It truly is an amazing experience for both parties when the client will find out that smaller advertising agencies really do care about them and their marketing objectives.
A previous article from Ezilon.com posted: “Why a small ad agency may be just what you need” which stated several key points in regards to working with a smaller agency:
• One-on-one attention
• Flexibility when it comes to pricing
• Work directly with the President & Senior Creative talent
• Projects are executed quickly
• They tend to be more imaginative in terms of how to stretch your advertising dollar
• They focus on building your business and profitability, not agency politics
Another excellent point: “Bigger not better for ad agencies” an article from Reuters
Advertisers are more interested in smart ideas from agencies than a full range of marketing services, leveling the playing field for small agencies to vie for top accounts, a leading industry executive said.
While the biggest ad firms continue to post solid revenue growth each quarter, smaller, stand-alone agencies have shown more success recently in wresting big accounts with the appeal of unconventional marketing ideas.
Something to also think about when working with a larger agency is that when you are pitched, you have signed on and the work begins; you may think that you are working with the Senior Directors or even the President but your work is shifted down through the ranks. A recent article by Goodness Company: “Seven Steps to Finding the Right Advertising Agency” states that:
“Some smaller agencies offer high-level executives as account representatives, which is an incredible bonus. However many larger agencies often pass big accounts to junior level executives and routinely send smaller volume accounts on to new hires with very little agency experience and almost no knowledge of the advertising marketplace and the nuances of media planning and purchasing. Moreover, ad development may also be handled by a novice designer/copywriter with little experience in creating effective advertising.”
It is not to say that the larger firms are not where you should be spending your precious day’s research when looking but just do some homework before making the final, ultimate marketing decision. That decision is one of the most important business decisions you will make and frankly one that should never be taken lightly. Just think it through, weigh the large marketing firm with the smaller marketing consultant. Allow two to three firms to have the opportunity to get in the door so you can weigh your options and make the best choice for your business. It could prove to be a win-win!
Topics: Marketing |
June 12th, 2008 at 9:43 am
It’s the “big fish in a small pond” or “small fish in a big pond” business decision.