PORTAL Art&Business | PORTAL WOMANCOMM | KREATIVNI PORTFOLIO 03 | HOTEL JUGOSLAVIJA (PDF)
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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Opinion

Why big brands choose small agencies?

To hook a big fish, you probably need a large boat with a huge crew, right?

12/09/2018
in Opinion
3 min read
Why big brands choose small agencies?

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Alfred Maskeroni, AdAge

To hook a big fish, you probably need a large boat with a huge crew, right? So it stands to reason that larger shops have an advantage when catering to the demands of any client, much less a blue-chip brand.

But when Ad Age sat down with some indie agencies and clients during the Small Agency Conference and Awards, they shared why being small might give a shop an edge when it comes to landing monster accounts.

Here’s what they said:

Smaller agencies generate passion, thereby creating competition
“I think a lot of times when dealing with the big agencies, there are things that get in the way of just doing the best work. I think with a small agency the focus is on the work. There’s a level of passion and, at times, a level of competitiveness, especially when you’re in a situation where you’re competing against or working with large agencies that small agencies bring to the table that clients really love.”
—Ahmad Islam, CEO and managing partner, Ten35

Smaller agencies are more transparent and less sales-y
“We’re not thinking about having to make our numbers. I think we’re seen as less sales-y. I think we’re a bit more transparent because we can be.”
—Sharon Napier, CEO, Partners & Napier

Smaller agencies are lean and this makes them nimble
“You can be a better match to the best clients in the world right now, because the best clients are fast. They’re lean, they’re doers, right? They’re operating very fast. I think sometimes the big networks are not matching them. They’re trying to catch up, actually. They’re slow and they take too long. I think a small shop, you’re as lean as your client, you’re fast, you adapt, you’re always there, you’re on top of things.”
—Anselmo Ramos, founder and chief creative officer, Gut

Smaller agencies are sometimes procedurally similar to bigger agencies
“It’s the exact same process as when it’s a big place. If you work at an ad agency with 300 people, 300 people don’t go meet the client and pitch it … it’s a group of six people. So it’s kind of the same thing.”
—Eric Kallman, co-founder and creative director, Erich & Kallman

Smaller agencies are more likely to move at the speed of the marketplace
“I think we really like the ability for our smaller agencies to move quickly and move at the speed of the realities of the marketplace. And we really are attracted to that because we want to move at that same speed.”
—Andrea Brimmer, chief marketing and public relations officer, Ally Financial

Smaller agencies have niche expertise
“I think you can find agencies with an expertise that you might not, might be difficult to find at a large agency.”
—Erica Fite, co-founder and creative director, Fancy

Smaller agencies can play to their strengths
“One advantage a small agency can have over a large agency, or even a large network of agencies, is that when you know your strength, you can really play to that strength and you can really invest heavily in that one thing and do great work because of it.”
—Jeremiah Smith, senior manager of associate brand, Walmart

Smaller agencies are less bureaucratic, which enables out-of-the-box thinking
“I think a small agency is going to challenge them to think differently about who they are or think about things from a consumer’s point of view. I think we’ve had some success in going to clients and saying, but how does a consumer see this? We understand why you like to run things this way or you like to talk about things this way, but consumers don’t think of it that way. And it’s always a big aha for them.”
—Jean Grabow, managing partner, Dailey & Associates

Smaller agencies mean less bullshit
“You can be attractive to a bigger client simply by offering them big agency talent without the big agency bullshit.”
—Katie Keating, co-founder and creative director, Fancy

Tags: AdAgeagencies
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