Movement Towards Small Agencies Ring Truer Than Ever

People have been predicting the shift to small agencies forever. Well maybe not forever, but forever in media time. But now, with IBM, Wrigley and many more companies reaching out to the smaller agencies, the shift is happening and it is public.

Of course my vote is for the small agency that can not only execute highly technical creative projects, but also leading some to wonder whether the biggest digital players are becoming a thing of the past.

Small agencies are faster, there's not doubt about it. We are not organized like the big companies we work for. We don't have the traditional cascade approach, where strategy flows to production to design to technology, we have different people with one vision handling all three at a time.

Basically, large agencies have huge infrastructures and have grown so large that they don't have the creative capabilities the small agencies have. Or they take forever. I'm making the argument that small agencies can not only do banner ads and press releases, they can also provide comprehensive deliverables like digital media.

There is no 'time' anymore to speak of. Big agencies are costly and slow. So there's my argument for the small agency. Small agencies can not only do what big agencies do, but they can do it in half the time b/c there aren't eight departments involved.

That's my case for the small agency.