For over a century, scientists have delved into the mysteries of quantum physics, trying to discover the inner workings of our universe.
It turns out that by understanding the smallest things, we can achieve big things that can revolutionise the world. The marketing industry can be seen as a huge particle accelerator, where clients and agencies constantly interact and sometimes collide with incredible force.
These collisions can lead to clients breaking away from agencies, causing talent to disperse and reappear elsewhere. The instability of agency models and the fickleness of clients make this a common occurrence.
Some talents choose to go freelance or set up their own agency if they have a strong connection with a client.
Small agencies hold the key to unlocking the full potential of creativity by focusing on the three core forces of talent, brands and ideas.
Many of the best small agencies have less than 10 employees, while large agencies have more than 1,000 employees across their network.
Despite the disparity in resources, small agencies can still secure important assignments by prioritising creativity.
In a battle of wits, even the giant can be defeated. The problem of large agencies is not a lack of talent, but rather a problem of priorities.
The study of small agencies also offers new insights for agencies of all sizes, just as the study of subatomic particles offers insights into the universe.
In small agencies, time is counted differently and they know that thinking about a client's problem outside working hours costs nothing. They are paid on a project basis, which leads to more ideas being delivered faster and more efficiently, saving time and money.
Innovative creative ideas are unique and their conception and development should deserve a larger slice of the communication budget, especially as movements, political and industry organisations, as well as brands, increasingly seek to capture our attention and be perceived as unique and their messages distinctive
Another key aspect of small agencies is constant collaboration. With few employees, everyone works together every day, blurring the boundaries between account management, creativity, strategy and production.
Large agencies take this approach during the new business phases, but then revert to a hierarchical structure after client acquisition. This inability to think small is a big disadvantage in the long run.
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