Macbeth Lankester believes smaller, agile PR and marketing agencies, working together as a network of specialists can provide the perfect balance of expertise and costs for businesses. Alex Ellis, Director, considers the rise and value of micro agencies…
Like many smaller agencies, we’ve been working in a flexible, agile manner for many years, long before ‘coronavirus’ was a household name. Previously, some businesses in the market for PR and marketing support may have felt the lack of a large office and correspondingly large team meant a lack of capability, but the advent of mass home working is certainly changing this view.
Flexibility, agility and experience
The most important strength of a successful small agency is its network of supporting experts, a distinct edge to compete with the traditional large full-service agencies.
We’ve certainly worked very hard over the last six years to bring together the best specialists in their fields, so clients have access to a great blend of expertise and benefit from the very best results. From content marketers, graphic designers, web programmers, photographers, paid social experts, videographers – you name it, we have them.
They comprise individuals with decades of experience. Some have worked in the UK’s leading agencies or for blue chip corporations. So, in short, you’re getting experience, high skill levels but at freelancer costs, without all the overheads of full-time staffers. We are the glue that binds them together.
Finding the best match
Of course, this approach isn’t for everyone and for some companies, the resource and global capabilities of larger marketing agencies will be a better match. But now more than ever, businesses need to stay lean and will be reviewing everything from office rental costs to marketing budgets and PR retainers.
We believe it’s a clear opportunity for you to rethink how you source marketing support, whether or not you have your own inhouse teams in place. Either way the small agency can flexibly fit in with changing team structures or business requirements, expanding to add in services or advice when needed and stepping back when not required.
It’s all about finding the best match for a client – and often, small is beautiful.
I believe we will see more companies coming round to appreciate the value in small.