Showing that size does not define quality, compact teams have less bureaucratic processes and are closer to customers
Embracing the diversity of methods in advertising, independent agencies with more compact teams are gaining ground in the market. With a proposal for greater agility and flexibility, this new format has been consolidating and showing promise. But is this a passing trend or a new model of success?
Roberta Cesarino Iahn, deputy coordinator of the advertising and communication course at ESPM, sees this movement as something consolidated. “Smaller agencies have always shared space in the market: sometimes carrying out work that larger agencies were not interested in, sometimes developing specific or specialized work […] Large agencies have lost ground compared to small ones, as they are slower and even bureaucratic in their processes, which ends up affecting the client”, she explained.
The coordinator also highlighted that these agencies have developed a good relationship with the market and have become a good option for companies of different sizes. “Price is no longer the difference, name and size are no longer a guarantee of better ideas and, above all, good relationships. Access to good professionals is more horizontal, which allows small agencies to have excellence in their squad”.
Many of these agencies were founded by professionals who were already experienced in the market, but who were looking for an environment where they could ‘escape’ from conventional corporate structures. THE propmark spoke to seven executives from Dark Kitchen, Monkey-land, 11:11, Magenta, Execution, Dojo and Gana, and they showed that size is no longer the priority to give way to another concern: agility.
Dark Kitchen Creatives, for example, was born inspired by the ‘food service’ concept that carries the same name, ‘dark kitchens’ — a model where the dish created goes straight from the kitchen to the consumer. In the case of the agency, the “chefs” are the creatives, who deliver results directly to clients. “The main motivation was to build, from scratch, an agency that combined strategic capacity, creative excellence and an obsession with real results. We took the opportunity to structure a model focused on agile and innovative solutions, without the limitations of the traditional structure and the ‘weight’ of large networks, which, despite the benefits, have faced challenges in adapting their deliveries and models”, said Clariana Regiani, partner and COO of Dark Kitchen Creatives.
Also with the idea of creating its own business model and betting on adaptability, Ghana emerged, an independent full-service agency, which has only black people on the team and operates completely remotely. According to Felipe Silva, founder and CCO of Gana, working remotely allows the bringing together of minds from across the country, which, added to the team made up of black people, allows the company to have a decentralized outlook.
Read the full article in the issue of propmark from November 18, 2024
