Size matters… agency size, that is! When choosing a PR agency for your brand, don’t assume that a big agency will be a better bet.
In Malaysia, the PR and Communications landscape is constantly evolving. And in recent years, we have seen many brands turn to boutique agencies instead of going with the big boys.
To industry outsiders, it may seem as though a large agency would be in a better position to support their clients based on their sheer size and access to resources. However, the opposite is often true!
While big PR agencies may be perceived to have more manpower and resources, they can often lack the dynamism and agility that is needed to effectively execute a solid communications plan.
Mid-sized and boutique agencies, on the other hand, have a number of traits that can give them a competitive edge over their larger counterparts. Their lean size allows them to be nimble, adaptive and extra-attentive to the needs of their clients.
So before you reach out to the same ol’ ‘big name’ agency, here’s why going small could suit your needs better:
BETTER ATTENTION AND CARE
The most common feedback we receive from clients who have switched over from a bigger agency is that their business wasn’t getting enough attention. While this can depend on their definition of “enough”, larger agencies often have hundreds of clients, meaning teams are stretched and the client is somewhere down the list of priorities for the team that was assigned to you. Sometimes, the client can even be passed along to the less experienced ‘B-team’. However, there is no B-team in a smaller agency. The same group of people you meet at the pitch meeting will be the team that will handle your project, ensuring that you get enough attention and care.
MORE PERSONALISED SOLUTIONS
We’re operating in an advanced media landscape where to truly be heard, you need to go above and beyond the expectations of your clients. Small agencies often involve even the most senior, experienced team members in the day-to-day operations. One of the first things we do when we get a client brief is to have a brainstorm with the entire team and develop a personalised approach that will help to drive the client’s business goals – be it awareness, engagement or even direct leads.
FAST AND NIMBLE
The communications industry moves fast, and brands that want to make a splash by riding on key trends need a team that can take quick action. This is often easier in a smaller agency with a flat management structure. Less red tape will lead to quicker turnaround times and approvals, saving the client countless billable hours.
DYNAMIC AND COLLABORATIVE
Similar to large agencies, smaller agencies also have different teams that specialise in different areas (lifestyle, corporate, tech etc.). But rather that working in silos, smaller agencies tend to bring in different team members to work collaboratively on the client’s project. At Mutant, for example, we are able to pull together the best team of individuals for that particular client’s needs – and we can do this, because all our Mutants are dynamic, flexible, adaptable and can handle multiple accounts across all industries.
LOWER AGENCY FEES
In general, smaller agencies can charge less because they don’t have the same massive overheads that network agencies do – but keep in mind smaller agencies still need to charge fairly for their time! Good boutiques are priced fairly for a senior team – although this will always end up cheaper than larger agencies – and clients need to evaluate the fees provided against the senior counsel they’re getting.
STRONG WORK CULTURE
A positive workspace directly contributes to better results for clients. As clichéd as it sounds, there’s no denying smaller agencies often foster a better working culture. That doesn’t just mean after-work drinks or fancy perks – we’re talking about a team with a collaborative attitude, mutual trust in each other’s skills and a shared passion to drive results. This is something that we Mutants personally believe in and always try to embody, and it’s the driving force for our success.
In summary, bigger isn’t always better… at least when it comes to agency size!
If you were convinced by what we had to say about smaller agencies, why not work with one? You know where to find us: firstname.lastname@example.org