It’s a fact that big ideas win regardless of where they come from, and Cannes has constantly been a thriving example of this very truth. Well, there are a few ideas that are bought, but let’s not get into the ethicality of it as of now. The discussion in this article is restricted to the battle of the wits, rather than who has bigger muscles. In terms of advertising agencies, the big ones obviously have an upper hand over the independent ones but that equation seems to be changing in recent times. Let’s dwell deep into why this paradigm shift is happening.
Ideas vs. Communication
Speaking of ideas, many creative minds are quitting their jobs, not due to rejection of ideas, but due to the lack of support, they get from other departments. Sometimes, the marketing team fights nail and tooth to get an idea approved because they too believe in the potential that the campaign idea has. Sometimes, most of these ideas are lost in transit without proper guidance or support. The creative team unpopularly calls the marketing team “Postmen” and that has become quite normal in independent agencies.
On the other side, in an international agency network, the legacy of the agency plays a vital role in getting a client. It’s the other way around. In terms of international agencies, the clients wish to work with them, unlike the independent agencies that go out pitching for these big giants. So, where’s the gap?
Brainstorming vs. Execution
Independent agencies might have great creative minds and award-winning ideas, but when it comes to execution, international agencies outplay everyone. Most international agencies are structured, they have a huge team, a steady cash flow and the growth trajectory is quite clear for everybody.
Usually, people on the client’s side aren’t permanent as well. While the business minds on the other side keep changing often, the international agencies have the liberty and the budget to bring in fresh talent on the creative side as well. As far as independent agencies are concerned, the buck stops at budget. Even if budget isn’t the constraint, the levels of approval processes sometimes drain the
Credit vs. Legacy
Creative artists thrive on credit the most, wouldn’t be a wrong thing to say. In international agencies, the credit culture is something that faces a major challenge. Under the shadow of legacy, many creative artists have lost their well-deserved glory and an opportunity to become bigger. We have seen a lot of independent agencies that have merged (read married) with international networks and have taken up their first name. Dentsu-Taproot, DDB-Mudra, L&K-Saatchi & Saatchi, FCB Ulka Advertising, the list goes on… While credit culture seems to be a prevailing problem in international agencies, they do not seem to be going about telling people about the pay and the toxic “hustle culture” that’s one of the reasons for the high attrition rate in the industry.
International vs. Independent
On any given day, international agencies have the advantage of greater geographical presence and the advantage of size. Independent agencies, on the other hand, are now bringing in niche and specialised services instead of following the traditional 360-degree approach. There are performance marketing agencies, SEO/SEM agencies, analytical & research agencies. They focus on being a master of one and bettering their business processes. The biggest advantage of independent agencies is “Being independent”.
As far as work is concerned, most independent agencies handle niche segments and the work is more localised. When they come across big mandates that especially involve multi-regional markets, international agencies take up the task as it demands speed and long-lasting relationships. A handful of independent agencies can boast of great talent at the founder level. They need to work on the structure so that talent finds scope to grow because great minds demand more space and less global interference.
At 3 Dots Design Pvt. Ltd., we believe that every talent at work here deserves to be heard. Being one of the best ad agencies in Pune, we have a team of experienced content writers, graphic designers, creative & strategic thinkers and digital marketers who make this organisation a place where clients would love to grow. If you think your brand needs to be taken to the next level, get in touch with us at [email protected] or visit www.3dotsdesign.in to know more about who we are or what we do.