Size matters (when choosing a marketing communications agency)

By: Will Herman, Associate Director

The potential pitfalls when choosing a marketing communications agency to partner with are many and varied. From lack of guidance regarding budgets to poorly written briefs, to the use of search consultants who may add complexity to the process and inhibit effective decision-making. And that’s before preconceptions associated with the size of a prospective agency have been considered.  

The three questions that matter

At its simplest, the decision maker needs to satisfy themselves on three questions:

1. Can the agency do the job?

2. Will they do the job?

3. Will they fit in?  

If you are seriously considering doing business with any marketing communications agency, you should have already satisfied yourself on the first two questions. More often than not, it is the third that becomes most important in the long term. That’s because regardless of size, it is the agency’s people that drive its culture, and this is the real key to a successful relationship. In my experience, that relationship works most effectively when the client has direct access to experienced consultants who are passionate about their work and who take visible accountability. All too often, this is where the disconnect lies between large agencies and their clients. 

The big agency appeal - and its limits

The most commonly cited benefits of working with a large agency revolve around access to greater resources, wider networks and the provision of value-added services such as market research. But any good smaller marketing communications agency will have built these same networks and have access to independent expert associates offering no less broad a range of services. It is a proven approach that offers flexibility, fast turnaround times and cuts overheads. It means clients receive a bespoke service, tailored to their needs, with the kind of personalised attention to detail all too easily lost in the bureaucratic processes of large agencies. 

Why specialist agencies often deliver more

When it comes to targeting a specific audience, from Tech to Manufacturing, smaller niche agencies that understand your business will already know:

• How to influence the right people

• Which marketing channels are most effective

• What tactics will deliver results

Because that’s where they work. It’s their speciality. They’ll be up to date with what’s happening among your customer base, authentic and affordable, agile when things change – which is just about the only thing that any business can guarantee – results driven and accountable.   

So...does size matter?

Yes, but not in the way that you might think. It's not about big versus small, its about the right fit.

Ultimately, the most successful partnerships are those where the marketing communications agency fits seamlessly into your business, understands your goals, and operates with shared values and commitment. That's where the smaller, specialist agencies often shine.

Because in the end, it's the people - not the size - that makes the difference.