By Nikki Dunbar
As we approach the end of the year, it’s time to start looking towards 2025 and set the wheels in motion for next year’s marketing plans. For many businesses, this means planning budgets, setting objectives, and potentially looking to appoint a marketing agency to help achieve objectives and goals.
But with so many options out there, from big nationals to smaller firms, a simple question arises: does size really matter when it comes to choosing the right partner? It may impact the approach and relationship you’ll have – but does bigger always mean better?
Effective marketing happens when an agency and client work as one team, sharing insights, exchanging ideas, and fully understanding each other’s goals. Something which can be challenging for a larger agency who may allocate multiple account managers and creatives to your account.
Having a collaborative approach creates a level of trust and camaraderie that’s hard to replicate in a larger agency, where processes often keep things more formal and distant. It’s well known that we’re a sociable industry – businesses and suppliers get to know each other outside of the day to day – and this should be no different with your marketing supplier.
Smaller agencies tend to integrate more seamlessly into your team, investing time to understand your business, with a less corporate culture and a much more straightforward approach, with transparent conversations and jargon-free explanations. While some large firms certainly deliver, others may make you feel more like a line on their invoice than a valued partner.
Of course there are potential downsides to smaller agencies too. They may lack the extensive resources and broad range of services larger agencies provide, employing the use of freelancers which can lead to a loss of control, slower response times, and reliance on key individuals, which can disrupt continuity.
However, a smaller agency also has everything to prove. Every client matters, and they’re often more driven to deliver measurable, impactful results. While large agencies might have impressive rosters, you may feel like just another client in their vast portfolio, with strategies that feel more templated than tailored!
Smaller teams can still offer the same high calibre of work with more flexibility, agility, and a bespoke approach. Your business will still be one of many, but with a personal touch and fewer layers between you and the people actually driving results.
Finally, cost is obviously a critical consideration when looking to appoint an agency. In a previous article, I mentioned how appointing an agency means you get a multi-skilled team of two or three people, for the equivalent of one salaried marketing manager. But, you still need to get bang for your buck…
Larger agencies can have bigger overhead costs and sometimes that cost doesn’t directly translate to value for you. Smaller agencies, with fewer overheads, can often provide more competitive pricing without sacrificing quality, helping you get the best value out of every pound spent.
Ultimately, there is a place in the market for large agencies, small agencies, and marketing consultants. Selecting a marketing agency shouldn’t come down to size alone. Instead, it should be about finding a partner who matches your values, culture, and works the best with your business.
If you’re seeking a collaborative team that truly integrates with your brand, values transparency, and believes in open communication, then a smaller agency might be the perfect fit. But if you need vast resources and a comprehensive approach across multiple markets, a larger agency could still be the answer.
It’s just worth remembering that the right partner isn’t defined by the number of people on their team, but by their commitment to achieving your goals, building trust, and delivering genuine results. So, does size matter? Only if it matters to you.
