There have been a few articles lately bemoaning the state of the advertising industry and specifically how some in the industry have left big agencies to make it on their own by opening an agency themselves.
A few of the comments from the Ad Age article on the advertising industry and the agency new business takeaway afterwards:
I’ve spent my whole career working at small, entrepreneurial boutiques and I am glad for it. I am not surprised big creative names are ditching the gigantic places for a more nimble and passionate outfit. I wish them all the best, and think it’s good for the industry.
A lot of what’s happening in the industry right now comes down to size. Huge agencies and enormous clients mean layers and layers of hurdles and roadblocks. All these layers result in “by committee” thinking. That’s not the case at the smaller shops. We’re dealing directly with decision makers and work much closer with clients. The result is a much more fun and exciting environment for all. When it comes to ideas, small is the new big.
Your takeaway for new business within the advertising industry: if you’re a smaller agency, take advantage of your inherent “nimble” structure and more direct client interaction-embrace that as part of your identity and new business strategy, we’re seeing clients do just that right now.