In recent years, there has been a major shift in the way companies outsource their marketing needs. More and more big brands are deciding to work with small advertising agencies, which begs the question:
Why? Just what can these smaller advertising agencies offer that larger agencies with greater resources cannot? Let’s find out.
As advertising agencies grow over time, there is a tendency for the quality of their work to suffer, and big brands suddenly find themselves pushed to the back of an ever-growing queue. Here are some key benefits of small advertising agencies that big brands should consider.
Small advertising agencies have fewer resources to attract big contracts. When they get one worth having, they go above and beyond to deliver the goods. They are more passionate and more eager to please. The CEO of Ten35, Ahmad Islam explains that you just don’t get that same level of focus from larger agencies.
In bigger operations, there is much more red tape to wade through. From various personnel and processes, to elongated chains of communication and approval. For big brands who want a quick turnaround, dealing with large advertising agencies can be frustrating. Turning your focus to work with smaller, more nimble agency teams is just the tonic. In the digital age, staying agile is vital. It’s important to adopt this concept in your marketing campaigns, and you will be more flexible to react to changes in the market with a smaller agency.
Paid advertising is increasingly important nowadays. But just because businesses know they must invest in advertising doesn’t mean they are willing to hand over complete control of their finances, with no questions asked. Forbes believes that transparency can help build better companies, and even big brands with deep pockets want to know their money is going to good use. Smaller advertising agencies are usually more transparent, making it easier to see the true return on investment (ROI) you are getting.
Big advertising agencies tend to charge higher prices, without offering any added value. Once you’re on board, there’s no knowing who is actually working on your project, and if they are really “experts.” Smaller agencies aren’t just transparent with their pricing, but also with the talent they have available. You may well meet the team before striking a deal, and can be more confident of the value for money you are getting.
Typically, working with big advertising agencies involves several points of contact. You might discuss options with one person, sign a contract with another, and then never hear from them again as you’re passed along the assembly line. While large agencies have a higher turnover, small agencies tend to keep the same core team together for longer. You have more chance of getting a dedicated team and constant point of contact this way, and over time, you’ll develop a relationship with the team.
One of the overarching benefits of small advertising agencies, is that big brands will become their top priority. By choosing to work with a small team, you can receive all the time and attention your business needs. You will form stronger ties with a small team, facilitating a better working relationship that delivers faster results, and a greater overall ROI for your investment. Also, a smaller agency will grow to know your brand intimately. Their collaborative nature breeds greater productivity, which makes small agencies a greater asset for growing your business in the long-term.
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