Advertising seems to grow more uncertain and chaotic by the minute. The largest ad agencies are having to work faster and more creatively for a lot less money than ever before. “Can the big agencies survive in a minor league media world?" A legitimate question that the major league agencies are trying desperately to answer.
Big agencies and their major league clients are doing their best to play in this new era of advertising as million dollar ad budgets give way to modest budgets. It's been a huge step down to the minors. Imagine what it's been like for them. They've gone from shooting glamorous star-studded commercials to commercials shot by a teenager on a web-cam. But many big leaguer's have declared that they are prepared to play in the minor leagues by demonstrating that there is no medium they will not participate in. They don't have a lot of choice because these big leaguers’ very existence is being jeopardized. There is more competition from smaller to mid-size agencies than ever before. Especially those “minor league" agencies that are willing to put their stake in the ground and stand for something. They can be competitive with the “major league" agencies when they discover their best position of how to go to market and narrow their focus to clients that best reflect their core competencies.
This is an exciting time for small to mid-size agencies. Anyone can now play in this game. Minor leaguers’ playing for major league clients. Watch them step up to the plate and play ball with the big boys where they now have the home field advantage.
Michael Gass is an agency new business consultant, primarily to small and midsize advertising agencies. Prior to starting his own consulting firm, Michael was a new business development executive for four advertising agencies. He has a proven track record in “the trenches" increasing agency's new business, profitability and enhancing agency's brand image. Michael can be reached at firstname.lastname@example.org