David and the Boutique Advertising Agency
by Donna Cooper, Jr. Copywriter
It seems like in today’s society, and in business especially, people view smaller companies as the underdog…and history tells us that the underdog is almost always underestimated. Look at David and Goliath. But Why? Why must “David,” just because he’s smaller, always be seen as less formidable than Goliath? Why his he overlooked just because they don’t think he can do it based on his size?
While there’s no secret plot to take down the Goliaths of the world, there is something to be said for the capabilities of all the David’s. Like David, smaller agencies have proven time over time that they can do just as much as the big New York agencies (Goliath), but they have something more to add to the mix. Not only can the “boutique” agencies do what the larger agencies can do, but also they’re able to cater more to their clients needs.
Being smaller than the others isn’t always a disadvantage, either, much to the chagrin of those who turn their noses at the little guy. While the little guy might not have the world at his finger tips, (or at his wallet) he is able to take a more proactive roll in what he produces and establishes more personal relationships, because that is what he is here for. He’s not out for the almighty dollar, like his competition. He’s focused on fostering healthy relationships and giving those on the other side of that relationship the best and most beneficial outcome.
The boutique agency usually is able to produce more loyalty from the people they works for and the people they work with. He’s also resourceful. If there’s something they can’t do themselves, they’re able to form partnerships with people who can get the job done with the same level of quality that is expected from the Big Guy, who has the latest and greatest of everything and people who can do his every bidding.
So, then…why is it that people, given the history of underdogs, continue to underestimate them? When have you heard of an underdog that didn’t go on to one-up his competitor? David proved that he was a worthy competitor by taking out Goliath. While we won’t resort to sabotaging larger agencies, it proves that we can play in the game, too.
The good thing about being an underdog is that when people do give the little guys a chance they always exceeds expectations. I guess that’s not really a bad place to be, after all.
July 24th, 2007 at 10:32 am
True story. Smaller agencies can’t afford to make the mistakes that larger agencies may be able to get away with. I’d pick the smaller agency any day!
July 24th, 2007 at 5:41 pm
Bigger is not always better. (At Least Not With Ad Agencies) Smaller agencies provide more of a botique-style relationship that is much more personable, this enables a better more effective communication, thus resulting in a stronger strategy and/or end product. Advertsing has evolved to a point where the smaller agency can not only compete but they can out shine the “Goliaths”. It frustrates me that people have such a jaded perception when it comes to smaller agencies. I see it alot in this area. We push for people to support local businesses and for people to beleive and promote this area and yet the concesus by many local businesses is that to get high-end quality you need to go to Orlando or New York. That is BS, we have such an abundenmt amount of talent and cutting edge businesses here. The little guy can’t afford to make mistakes like AK47 stated so they are much more tatical and calculated. My opinion is to get educated learn about the service or product you seek and make a educated decision on whats being presented and may the best agency win.
August 16th, 2007 at 7:56 am
I like the fight in the small agencies. Our agency is one, so there may be a little bias in this, but we are emotionally bonded to our pitches. When we go into pitches we put our heart and soul into them, and why wouldn’t we? We don’t offer a tangible product, we offer our thinking power and the people behind them. So when you don’t get the account it is taken personally, becuase we are people, and it is a rejection mentality. Who wants to be rejected in life? No one. As a small agency it is still about the people and the people’s businesses we are helping grow. Clients are not numbers nor are we, and that helps separate us from the big boys. More risk with a smaller ad shop, but a hell of a lot more return potential.
July 29th, 2008 at 10:43 pm
this is a great post! i am starting a boutique agency myself and have been trying to put into words what you so eloquently state here. as a prior brand marketer, i can say that bigger agencies provide a (false) sense of security based on their size. the reality is the service is only as good as the people working on your account - no different that at a boutique agency. you could argue that this works in favor of the smaller agencies. the big agencies also claim to have greater strategic skills based on the vast number of resources and “strategy vp’s” they have. my experience says this is a mixed bag also. again it boils down to the people. the actual work of an agency is not rocket science so what you really want are good, creative people. something as easily found in a david-sized agency as it is in a goliath.