Not very long ago, big business seemed to be at the core of the creative world. Clients were set on aligning with the largest agencies, top talent would only consider industry giants for their CVs and award ceremonies seemed to dole out accolades to the same big names year after year. But things are very different now. Thanks to an ever evolving and fast paced society, spurred on by technology, the creative landscape has seen immense change over the past few years.
‘While independent agencies have always held their place in the creative arena, the recent influx of smaller, more specialised studios and agencies is challenging the status quo and reshaping the industry as a whole,’ explained Rogan Jansen, co-founder and creative director at DashDigital.
So, why exactly are so many smaller entities joining the creative ranks? And what kinds of changes are they bringing to the industry?
More Agile And Adaptable
Today’s business world is characterised by intense competition, rapidly changing consumer behaviour and a saturated digital landscape. In general, this has resulted in business leaders having to look at things differently and to try what hasn’t been attempted before in order to stand out and effectively reach their audiences.
‘Independents and small studios are usually made up of smaller teams and flatter hierarchies,’ said Jansen, ‘which by nature sees them offering up fresher perspectives which focus strongly on rapid experimentation, agility, creativity and innovation. This mindset increasingly allows them to adapt to market trends and most importantly deliver high-tailored, creative solutions that often culminate in more groundbreaking and impactful creative work.’
Smaller agencies and studios also benefit from less red tape and the bureaucratic hurdles that come with larger corporations. This immediately allows for more flexibility in project approaches and strategies. ‘Interestingly, the rise of smaller players is having a bigger impact on the larger agency networks than expected,’ said Jansen. ‘In the competition for work, we’ve seen big players slowly adapting and becoming a lot more nimble than they ever were before.’
Stronger Client Focus
The power of a smaller team doesn’t just lie in agility, it lies in client satisfaction too. Smaller teams can cultivate closer relationships with their clients and easily offer a more personalised and collaborative approach to ideas and project development. Closer collaboration also naturally leads to a deeper understanding of the client’s needs and goals.
‘Smaller studios and the like often have less middlemen and a more senior team which automatically supports smoother communication and decision-making,’ said Jansen. ‘The result of streamlined processes of this kind often see faster execution and an overall improvement of quality and attention to detail.’
Although large agencies can provide a wider range of services and greater resources, it’s that less intimate client relationship, due to a larger team and potentially more layers of management, that is no longer acceptable to clients today. They expect their agency partners to work closely with them and consistently meet their needs, and this is increasingly influencing the way in which pitches and projects are being awarded.
Embracing Niches
Unlike larger agencies with a broad range of service offerings, independents and small studios often specialise in specific industries and creative disciplines, which allow them to provide deeper insights and tailored strategies to their clients.
‘Clients are no longer just looking to get the job done,’ said Jansen, ‘they are seeking out partners who can not only deliver outstanding results but who can also offer up unique insights and approaches tailored to their specific needs and those of their ever-evolving audiences.’
It’s here that the smaller agencies really stand out. Carving out your niche today, no longer relegates your business to the background. In fact, niche agencies or studios with a clear point of difference are beating out the previous dominance of larger conglomerates.
‘Offering something truly distinctive today holds a lot more power than it ever did before, and this is only going to become more and more pronounced as we move further into the future. As the world continues to change at such a rapid pace, it’s definitely the smaller agencies that will continue to reign supreme as they continue to offer deeper expertise and hyper-personalised solutions for their clients,’ concluded Jansen.
DASHDIGITAL STUDIO
https://dashdigital.studio/
