Does size matter?
Considering the small yet mighty marketing agency
Does this infographic surprise you? According to a report by Prometheum research approximately 94% of digital agencies have fewer than 50 employees, while firms with less than 10 employees takes up a whopping 73%.
The benefits of working with a larger agency are fairly easy to identify; namely that they’re well-established with a proven track record of working with huge household brands, they have access to more resources, and can offer more flexibility around the services they offer owing to their sheer size and expertise. We all know this, and it’s natural to be attracted a name we already recognise and trust on some level.
But with such a large proportion of agencies being small to mid-size, it would be a wasted opportunity not to consider those that are less well known to us. Let’s run through some success stories with small agencies in 2021.
1. SEO – Propellernet for PureGym (48 employees)
Propellernet is a mid-sized agency of 48, offering services across most digital marketing channels. They were engaged by PureGym in May 2019 to work on SEO and digital PR. Despite PureGym’s already leading presence in the industry, Propellernet’s campaign saw a 25% increase in membership sign-ups, a 12% increase in 1st place SERP positions and a 5.6% visibility increase.
2. Digital Campaign – Itineris for the Wellcome Collection (20 employees)
Itineris is a fast growing independent agency with 20 employees and 2 offices in London and Suffolk. They were engaged by the Wellcome Collection with the brief ‘to raise awareness and to increase footfall of the Play Well exhibition through online digital marketing’. They were able to generate 4.1 million impressions over the campaign period, with 56 thousand ad clicks across all devices at a remarkle £0.04 CPC.
3. Naming & Brand Strategy – Kemosabe for Hippeas (17 employees)
Have you seen the new(-ish) chickpea snack on your local supermarket shelf lately? Kemosabe were at the core of their brand conception. Green Park Brands approached Kemosabe about their forthcoming chickpea product to create a name and deliver a brand strategy. Since then, Hippeas has become a household name securing listings in Waitrose, Boots and Whole Foods to name but a few stores you can find them in.
These are just a few examples of countless success stories involving brands working with smaller agencies. And with the instability presented by coronavirus over the past year, it’s interesting to consider how brands may choose to work with agencies on shorter, more specific project-based contracts. Smaller agencies may be well-equipped to accommodate this new trend; as they often offer more flexibility in length of contract, whilst still having expert knowledge and experience.
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