Big Isn’t Always Better

The one-size fits all agency is a thing of the past. Small, boutique agencies can now compete in a cluttered advertising environment as clients move away from the “agency of record” model toward more project-based work. Here are some unique benefits of working with a boutique marketing agency and what you can expect when you hire an independent agency or freelance consultant.

Personalized attention in a small package

Large agencies are well-equipped to service large accounts, but may not be able to deliver personalized attention to smaller clients or specialized projects. Boutique agencies are in a unique position to provide individualized, expert service to all clients, no matter their size. The agency handoff that can happen when a large agency wins a small account, generally means that after the pitch, a small-to-medium-sized client will quickly be relegated to junior level planners and account executives. Smaller, experienced staff in a small agency environment means that top talent touches all accounts. So, you’re not just talking to the account executive during the onboarding and sales process, you benefit from the expertise of the entire staff throughout the entire length of your project.

Flexibility and responsiveness

Lack of responsiveness is one of the biggest complaints that small to mid-sized businesses when working with larger agencies. This can make it difficult to move the elements of a given project through standard channels in a timely fashion. Approval is needed. Things get bottlenecked. High turnover or low prioritization of smaller clients means that no one takes ownership of project workflow in a consistent way making an entire project come to a screeching halt. Small agencies know this. They develop close relationships with client touchpoints and get everyone involved in managing the account holistically. This very human component of project management is one of the key ways smaller agencies differentiate themselves from their larger counterparts—they are flexible and, because of this, move work through the pipeline quickly and effectively.

Individualized attention and focused expertise

It’s difficult to overstate the importance of the individualized attention that a smaller agency brings to each client. Boutique agencies have fewer clients than large agencies. This gives them the luxury of focusing on each account more thoroughly. This same benefit enables agency staff to build skills in specific industry verticals and geographic markets. If you want to run a campaign in Cleveland, then a small local agency will likely do a better job of targeting and messaging than a global agency with billions of dollars in billings. This is particularly true for hyper-local campaigns.

The elephant in the room—cost

Big agencies have big overheads. The cost of office space, employee benefits, salaries and perks like industry tools and technology, are passed on to the client in the form of high monthly retainers or hourly rates. The sales and onboarding process also tend to be very expensive for large agencies. That’s why working with them usually requires that companies commit to a minimum time period of six months or more. Boutique agencies, on the other hand, can take on smaller clients for shorter time periods. Small agencies are used to running a tight ship and are focused on efficiency.

The final word—transparency

Clients that work with large agencies may not know where all their money is going, particularly if the agency is paid using the archaic model of percent of media spend. This model incentivizes agencies to spend as much money on media as possible, regardless of client goals or benefits, since the agency makes more money by spending more money. Agency pricing with total disclosure of what’s being billed out and why, is often a mystery for many clients.

When working with a boutique agency, not only can you get the full range of services but they will most likely be itemized and reported on so that you know you’re getting your money’s worth. The personal connection that a small agency has with its clients fosters transparency across every touchpoint of the client/agency relationship. This is, perhaps, the biggest benefit you can expect when working with a boutique agency.

Yellow House Creative wants to be a partner, not vendor, with our clients. We aim to be an extension of your internal marketing department and are invested in your success as much as you are!