Whether it’s the vehicle you drive, choosing the players for your daughter’s basketball team or selecting an advertising agency, bigger is not always better. There are advantages to working with a large firm or a smaller team, and clients need to know what works best for their business.

The divide between large holding companies or networks and independent agencies was recently driven home in an Ad Age article. The article suggests that large marketing agencies have lost their way in terms of creativity and developing a cohesive plan. “With all due respect for friends and colleagues (many of whom are insanely talented) still working at agencies owned by mega-monolithic holdcos, they are in the platform business, not the ideation business. Not anymore,’’ M.T. Fletcher wrote in an article published in July. 

It is essential to have a partner to distribute content and optimize spending. But the idea behind advertising is to generate ideas and develop strategies that earn the return on investment businesses are seeking. Many times, the spark of an idea comes from a small, nimble agency that emphasizes ideation and strategy over undisciplined distribution.
Especially in this age where platforms abound, it’s important to have an agency that has specialized expertise that can focus on delivering the right creative message for specific niches or industries. There are so many distribution vehicles available via the internet that it can be difficult to discern the best messaging for a specific audience. Tik Tok or YouTube? Instagram or Facebook? Trade publications or mega magazines? Chances are the team at the smaller agency will have a better handle on which message works best for a particular audience.

One other key characteristic of a boutique agency is attentive service. Most smaller teams employ passionate and dedicated professionals who are focused on accomplishing client objectives. While everyone needs to pay attention to the bottom line, nimble and responsive professionals with smaller agencies are dedicated to serving their clients. They can also frequently be more flexible and adaptive to client needs.

While those attributes alone make smaller agencies worthy of attention, the development of creative assets is where clients should focus. With streamlined operations, a culture of collaboration and direct engagement between clients and creative teams, the likelihood of developing content that speaks to the client’s audience is more likely to occur with a smaller agency. That is the foundation of their success, and they can create and execute a plan far more efficiently than larger firms.

BCM Media has a small but dedicated staff with decades of experience in working with B2B and B2C clients. Its team members have worked with high-profile brands in a variety of roles. The agency thrives on creativity and developing plans that deliver ROI for clients, and it has been foundational to its long-term success.