Dent the Universe: How Your Small Agency Can Crush the Big Guys
Hey, you. Yeah, you - the small agency owner who's been watching the big shops feast on prime clients while you fight for scraps. It's time to flip the script. There's a revolution happening, and it's tailor-made for hungry, innovative shops like yours and mine.
Size Matters: Sometimes Smaller IS Better
We're seeing boutique agencies land accounts that used to be reserved for the big boys. GMC, Liberty Mutual, Häagen-Dazs - these aren't just accounts, they're game-changers. And guess what? You're next.
In a moment I am going to tell you how you're going to do it. But first, props to our friends at Preacher who parked the GMC account in their shop.
Then there's Bandits & Friends who insured Liberty Mutual would have great creative.
How about agency Nice&Frank? They scooped up Häagen-Dazs.
And Opinionated get the best fortune cookie treat with Panda Express.
Small Fish Attract Bigger Ones
Your Size is Your Weapon
Stop apologizing for being small. You're not small, you're focused. Those big agencies? They're slow, bloated, and scared of their own shadow. You? You're a lean, mean, idea-generating machine. You can pivot faster than a Silicon Valley startup and offer personalized service that makes clients feel like they're your only priority. Because they are.
Put Your Geniuses in the Spotlight
Clients are running to smaller agencies for one reason: they want to work with the best, not some junior account exec who's just learning the ropes. With you, they get the A-team, 24/7. Make this your battle cry. You're not selling an agency, you're selling a direct line to brilliance.
Own Your Niche Like You Invented It
Generalists are dying. Specialists are thriving. What's your superpower? Maybe you're the AI whisperer of adtech, or the oracle of Gen Z marketing. Whatever it is, own it. Dominate it. Make it so that when someone thinks of your niche, they think of you. Period.
Network Like a Shark
Your network is your net worth. That random conversation at a tech meetup? It could be your next million-dollar client. Never stop connecting. Never stop building relationships. In this game, who you know can be just as important as what you know.
Tech is Your Equalizer
Use technology to punch so far above your weight class, people will think you're cheating. There are tools out there that can make your small shop run circles around the big guys. AI, machine learning, advanced analytics - leverage them all. The right tech stack isn't just nice to have, it's your secret weapon.
Be the Crazy One
The big agencies are playing it safe. Their ideas are focus-grouped to death. You? You can be bold. You can take risks. Bring ideas to the table that make clients' eyes light up and their pulses race. In a world of vanilla, be habanero.
Quality is Your Religion
Don't pitch for everything that moves. Be selective. Be strategic. It's better to put all your energy into one perfect pitch than to half-ass ten mediocre ones. When you do pitch, make it so good it makes the client forget every other agency exists.
Master the RFP Game
Here's where you're going to change the rules: RFP sites. These are your new hunting grounds. Platforms like Prosal.com aren't just websites, they're treasure maps leading to your next big win.
Take that Minnesota state fair campaign with the million-dollar budget. Sounds out of reach? Wrong. These big projects often let you bid on specific parts. Can't handle it all? Who cares? Bid on what you do best. Be so good at your part that they can't imagine doing it without you.
I Can't Possibly Do All These Things
Team up if you need to. A dream team of specialist agencies can run circles around a jack-of-all-trades big shop. Show them how your laser-focused skills can scale up and blow their minds.
In your proposals, don't just list your wins. Tell stories. Show them how you turned a local event into a viral sensation. Make them see how your specialized skills can transform their brand.
Remember, in this industry, it's not about being the biggest. It's about being the fastest, the smartest, and the most innovative. You've got the hunger, the talent, and the agility that the big agencies lost years ago. Now it's time to use those advantages to land the clients you've always dreamed of.
The next big disruption in this industry isn't going to come from Madison Avenue. It's going to come from shops like yours. Small, agile, and ready to dent the universe.
So what are you waiting for? Get out there and make history. Your next big win isn't just out there - it's waiting for you to come and take it.
Now go. Make them wonder how they ever lived without you.
