Welcome to the era of mid-size

Similar to the problem Goldilocks faced when choosing her bed, one size rarely fits all, and this fable rings true when it comes to picking the right agency.

Ambitious brands are increasingly seeking the reach of a multinational agency, with the fit and feel of an agency half the size.

Somewhere not too big and not too small, an agency that’s just right.

Digital marketing has splintered the communications sector, and the need for specialised expertise has grown, leading brands to secure “best in class” agencies.

As a result, opportunities have opened up for mid-sized agencies to work with larger brands, opportunities that were previously out of their reach.

It has also allowed for collaboration and partnerships – smaller agencies that lacked the resources to serve brands with a full suite of marketing needs are winning sizeable briefs from large clients.

Such a move has encouraged mid-size agencies to step outside their comfort zones and offer a greater breadth of services than ever before.

With the disruptor approach to global communications, mid-sized agencies are challenging the status quo and becoming more rounded in the process.

Challenge the top

The key to staying relevant in today’s fragmented marketing landscape is to be nimble. Agencies willing to think differently will attract clients who are also challenging their industry.

I believe three things will cement the mid-sized agency as the right-sized agency:

● Mid-sized agencies must consistently strive for greatness to attract the best talent and deliver ambitious, adventurous work that produces results.

● Have a practical scaling strategy.

The selling point of multinational agencies is often the promise of global collaboration and work that transcends borders.

The reality though, is often very different due to corporate bureaucracy getting in the way of great work.

● Globally there is a growing demand for campaigns that transcend the status quo.

Brands, particularly in tech, are pushing the boundaries and looking for agencies that can walk with them on their search for something different.

● Andrew MacKenzie is the managing director of Boomtown SA