Is bigger really better?

There was an old fashioned client belief back in the seventies that ‘Biggest was Best’!

The market was then dominated by big multinational agencies and small shops like Campaign Palace, Schofield Sherbon Baker and Begg Dow Priday proved that biggest isn’t always best and enlightened clients, big & small, exited the big bureaucratic agencies in droves and their brands thrived in the hands of the boutique agency upstarts as we were often called.

Joyfully, this trend has gained momentum over the years with the emergence of many different design, digital, branding and other specialist shops starting up with talented people who want to be in control of their own destinies, and not be reliant on the faceless, ever- changing managements of the big agencies and their overseas head offices.

And it seems that the trend for big local and global clients to ‘risk’ appointing smaller agencies is gathering momentum again. Already this year Traffic has been shortlisted by three major clients. Many clients simply don’t understand the investment in the pitch process is significant for small/medium agencies and we only do it when convinced we have the right ‘fit’ with the potential client. We have won two. The third will make a decision in two weeks.

Talking with other agency principals it seems this is an increasing trend for clients. Short list 4 or 5 agencies and go on a fishing expedition for new ideas. Sadly some even elect to stay with the current agency which raises the question of efficacy.

So is ‘bigger really better?” Based on my forty years experience as a client, agency owner and big multinational agency MD I can confidently say ‘No’ but here are notable exceptions. Clemenger is one that has consistently delivered and deserves respect and high praise. The issue here is the ability of clients to make the right call. Most are risk averse and buy bureaucracy instead of agility. In my experience, the smart clients go for ‘fit’. This is where the independent agency can beat the big multinational with personal commitment, stability and involvement beyond the agreement. The revolving doors at multinationals still worry clients. But they are now realising that usually only the very best have the courage and talent to go it alone. That’s why, in today’s landscape I’d say smaller is better if the fit is right.