Big is better. Or not. Global is greater. Or not.
As an independent ad agency based in Boston, we compete with multi-national agencies, one-person shops, virtual whatevers, an occasional son of a CMO’s neighbor, and many consultants. What matters most is what our clients need. So we’re excited to announce that our network has just become even larger.
A few years ago, one of our financial services clients needed some marketing communications support in Japan. As an independent agency in Boston, and given the challenging access to Japan media, we knew we needed greater resources, but did not want to become part of a multinational agency.
So, we decided to join ICOM’s global network of independent advertising agencies. ICOM worked well for us then, and it has ever since.
Only truly large accounts will receive the senior attention they want from a large, global agency. Beyond being a large account, they must also deal with the large fee structures, complex account management systems, and potentially disruptive agency politics that often come along with hiring such a large agency.
This is why we set out to remain independent. As an agency, db&r has always sought to give as much attention as possible from every level of the company, and to make this process as seamless as possible for our clients.
Being independent used to be more difficult. Today, clients are more adept at evaluating what they really need and how to get it. There is far less attraction to mass because technology has leveled the playing field. Tapping into diverse partners has become common practice. Co-branded products and services are everywhere.
Enter the independent agency with sophisticated, strategic, and highly experienced people, many of whom abandoned the large agency world to have a more direct and less encumbered relationship to their colleagues, clients, and the work.
ICOM, our global independent agency network has just merged to become ICOM+IN. And the beauty of it is, our clients can get more of what they need, seamlessly and without the added cost to their bottom line or their relationships.
This makes great sense to us and to our clients.
What has your experience been with your ad agency and do you think it’s a reflection of size?