I read with interest in Campaign today that Accenture’s Interactive European chief sees the ad industry being dominated by ‘cagencies’ (a combination of ‘consultancy’ and ‘agency’; I’m not convinced it’ll catch on).
What I’m sure is already catching on is his view that “Maybe there will be a dozen big entities that will be able to service big clients, but in addition there will be a huge number of small, but very specialist, creative agencies.”
As a smaller agency, what Spicerack see time and again, producing specifically digital assets, is that we value the digital slice more (it doesn’t play second fiddle); our rates are obviously a lot lower; and – most of all – we don’t take an age to get the ball rolling. I regularly hear of big agencies’ size hindering their ability to just get stuff done quickly and fuss-free. It’s not very sexy, but it is often what clients require.
Dave Harrison: Creative Partner | Spicerack