Marketing agencies come in all sizes. And I should know –– I’ve worked at places that employed multitudes and others where the phone list could have fit on an index card. And what I’ve noticed is that agencies of different sizes tend to have different strengths.
Small Agencies (25 or fewer people)
These tend to be places that are highly adaptable and focused on service. That’s probably because the staff has a great deal of face-to-face contact –– with one another and with their clients. Say what you will for technology, but in my experience, the fastest way to get things done is to simply get everyone together in a room. Another small agency advantage is that leaner companies tend to have very little bureaucracy, giving clients more access to the most senior people.
Big Agencies (100+ people)
These places tend to have extensive resources. There can be more brains to put on a project and more ideas generated. And because they have lots of people on hand, there’s little chance of not being able to get someone on the phone. (It just may not be the senior account executive the client wants.)
Medium-Sized Agencies (25-100 people)
If you noticed that I saved this category for last, then my bias is definitely showing. No matter. I honestly believe that MSAs (medium-sized agencies) combine the best of both worlds. They can be agile and service-focused like the little guys, but they have large enough staffs to deliver a range of thinking.
The bottom line? Choosing an agency is like anything else –– you have to pick what fits.
Irene Wescottt, Associate Creative Director
