Big agencies are chasing more small clients. But we know, David can beat Goliath

It bears out a new trend we had already noticed: larger network agencies are targeting smaller, project-based work that used to be the preserve of small to medium agencies like us. Our playing field is becoming diverse, and we are increasingly pitching against all kinds of agencies. Just recently, we were shortlisted for a project with two major network agencies and a sector specialist - a real David v Goliath battle.

However, as someone with experience in both worlds, I don’t think it presents a problem for smaller agencies. We often feel we’ve got the advantage of pitching against a big, slow-moving group rather than our usual nimble, agile competitors. Of course, the holding groups will hastily highlight their many benefits, from access to talent to vast resources, but from a client perspective, here are some key areas where independent shops have the edge.

We can get to the answer quickly

Smaller agencies have lithe and limber teams that can get started more quickly and get behind a big idea from the get-go. There is nothing worse than someone senior – and there is always someone higher up in network groups – coming in the night before the pitch and changing everything. Generally, smaller shops have less ego to manage, and they focus more on the work than on the loudest voice, which can kill morale and creativity. It’s reflected in client feedback – they really appreciate our ability to align resources behind a problem and crack it swiftly without unnecessary processes and procedures slowing things up.

Who you see is who you get

With a smaller shop, there isn’t a pitch team put together just for that project. The same team always pitches, so they are already used to working together. Clients gain immediate insight into their chemistry and strengths and, therefore, a genuine understanding of how the agency operates. Six people are not a good representation of a 600-person agency, but they can give a good flavor of a 60-person one. It means the agency has nowhere to hide, and there is no bending the truth around capabilities.

The senior team is always on hand

What you see is what you get also applies to the senior team in a smaller agency. There’s no danger of clients meeting the C-Suite at the pitch and then never hearing from them again. It’s a simple matter of size: leadership is involved from day one. Clients always appreciate consistent access to senior heads and strategic teams because, in bigger agencies, that’s not what they are used to. Obviously, they have more clients, so each client gets less face time with the top people.

Collaboration is in our DNA

There is no escaping the fact that smaller agencies cannot do it all. It goes back to not bending the truth about our capabilities. We have collaborated with clients, other agencies and external partners from the beginning, so we know how to play nicely in the sand pit. Because independents offer specific capabilities, clients know they will slot easily into their roster or have particular needs met, making everyone relaxed about working together. Clients feel more comfortable coordinating with agencies when they can work in partnership with each other. It removes everyone’s fears that another agency in the network is secretly plotting a land grab.

We are invested in each other’s success

We know from talking to clients that they generally find smaller agencies to be friendly, warm, and more accessible than their more corporate network counterparts. It’s more like a ‘home from home,’ which is increasingly important in a world where many clients work fully remotely from their teams. Again, size dictates that the client and agency team will get to know each other well from the beginning because we have a close mutual interest – our success is the client’s success, and their success is ours.

What appealed to me about joining a 60-person independent agency was the ability to move at speed and create the kind of work I wanted to, without hierarchies and politics. Clients are finding this ethos increasingly refreshing and appealing. Working to tight budgets, handling projects, and being flexible are all things smaller shops are great at doing. It’s their lifeblood. Of course, there will always be the Goliaths to put on the shortlist, but it pays never to underestimate what a David can bring to the table. Put them on the list.

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