Big/famous agency versus boutique agency
(Preface: This was written for a major tech publication that ghosted us. Boo.)
This article has been written a million times so let’s try something new. Instead of a poorly veiled attempt at steering you in one direction, let’s look at…
Two main advantages for big vs. boutique
What I’ve noticed overall – perceptions and realities (not negatives)
When you would need either, as a client
I looked at 40+ articles as reference, but this is really about experience. Full disclosure, I have a boutique naming agency, but I’ve worked at all levels and thankful for each experience.
Of course, there are exceptions to every company, but I did consider one universal criteria… could I, for the most part, apply this advantage to either option? For example, all the lists mention personal touch, flexibility, etc. for boutique, but I’ve also experienced this at big shops, so I didn’t list it as a universal advantage.
Let’s go…
Big/famous agency
Advantage #1 – Resources
Of course, the bigger place has more people, services, mindshare, etc. You can buy all your branding under one roof, and that’s convenient.
Advantage #2 – Brand association + perceived trust of working with the big agency
The old adage, “Nobody ever got fired for hiring IBM,” holds true-ish. It makes the client feel safer and you have confidence based on a trusted source. You are also paying for the polish. The case studies you read are grandiose, fantastical, and retrofitted, but they “look fancy” and that provides comfort.
What I’ve noticed overall
Consistency – Departments are sometimes disjointed and there’s potential disconnect. The bigger the company, the bigger the game of telephone.
Quality of work – They usually attract a “different” caliber of experience/skills, but I haven’t seen a difference in the work.
Senior people sell in the work, more junior people do the work – This isn’t always true, but if I was a client, I would be upset. Yes, it’s great that a senior person approves the end product, but to truly understand the challenge, you have to be in the trenches. I think the best leaders are makers AND managers. It would also blow your mind at how little some agencies dedicate to the trenchwork. And yes, freelancers are sometimes doing the work (more disconnect). Big agencies tell you it’s expensive because you are reserving a “slot of time” with high caliber workers that can solve the problem faster. What they are really saying is that they can give you a faster answer that could “potentially” work but they may not dig deep. You must make and throw away a lot of ideas to get to the better answers.
Least common denominator ideas tend to survive – Working at a big organization requires a different set of skills to survive. A big part of your job is navigating the giant you work for. Therefore, this could impact how people evaluate and present work vs. going for the best/interesting/client-focused answer.
Totally different outcomes – This has always surprised me at every agency. You could ask ten different experienced branders to give you an answer, and they might all differ.
Distraction – At big places, there is a LOT going on and it takes away from what we need to do be doing → focus on what the audience needs (consumer and client). Said another way, the agency should focus on projects and finding new business.
Branding decisions aren’t always based on logic – This goes for both the client and the big agency. I’m not criticizing, it’s just a reality.
People often choose outcomes based on “what they like” (less important) vs. conveying the desired strategic intent (more important). Therefore, when someone shows the person above them the work, they might not be able to understand and recognize the project journey. The result can be snap decisions that are costly and now you are on the hook for that cost. I once worked on a project for over a year and no one would approach the main decision maker to let them know what was happening. I could not understand why we couldn’t just ask the human person (and I got in some trouble for suggesting this). When the decision maker finally got word, they said they already had a solution to this for quite some time. There are a lot of factors at play in big organizations and some consequences of a huge machine.
It’s a lot of money – Again, I haven’t seen a huge difference in quality of work so you might get in trouble for spending too much if the solution doesn’t deliver. Also, you would faint if you knew what the markup on the work is.
As a client, when would you need this?
You have the money
You can pay to make the agency go faster
You need all the services at once or under one roof
You need the big story for the press release
The decision maker above you wants the famous agency brand
You want the trust and security of the big agency reputation
Boutique
Advantage #1 – Motivation + authenticity
This was the most eye-opening aspect of starting my own agency, and my fellow colleagues all sing the same praise. The motivation for why you work is completely different. You know that every moment matters, and you are only as good as your last project. You are required to give it everything you got. I work WAY more at a smaller agency, and… I like it. Freaky, right? I can put more time on a project and focus on what really matters.
Large agencies have to make a certain amount of money or it ticks an algorithm and people are disappeared, and that’s just the way it is in the big leagues. When the motivation and capitalism algorithms change, the feeling toward the work changes. I tried my best at each company, but the motivation is now different and therefore, I think the work comes out different, because there is no other choice.
Another major insight… I think you are more likely to see the true authenticity of the workers. People are attracted to the authentic you. Once I was allowed to be myself, doors started opening because people could sense the motivation and authenticity.
Advantage #2 – Prices
Let’s not kid ourselves, boutique agencies are more affordable, and big agencies are more expensive. However, people should know that more money doesn’t mean better, or better service. That’s what makes this tricky. You have to seek out what is good and that’s hard.
What I’ve noticed overall
Everyone wants a good price – I don’t like this, but I understand. As a client, you are taking a bit of a risk and don’t want to end up with nothing to show. Logic says you want a better deal because you are nervous. Conversely, I’ve seen projects where a small agency gives an unbelievable price for a large amount of work/services. As a client, this should be a red flag.
Small agencies are more likely to take a price cut – They say to never lower your prices but there is a line where you either get the project or you don’t. That might depend on timing as well. Maybe you are having a busy time, maybe it’s slow. You have to eat though, and you might be forced to compromise.
Talent and business is everywhere – There is an incredible level of talent at other small agencies that are in the exact same boat. You have seasoned professionals running their own businesses and chances are, they started at a big agency and have somehow carved out whitespace in the independent world. There is an ocean of wisdom and authenticity that isn’t controlled by a major entity. You can also choose work simply because it’s cool and you know it will pay off in intangible value. Also, there are many different levels of business to work for and it’s very exciting. You can name TV shows, industrial ultraviolet cleaning machines, etc. The challenge, in the beginning, is connecting to the new opportunities.
As a client, when would you need this?
You want people to care because of the motivation
You want to know the team you are getting
You are willing to take a chance on a new idea
You only have enough money to do one part of branding
Ok, enough talking. Come at me.