It’s nearing the end of one of the weirdest years on record. Certainly, the weirdest year I’ve ever experienced. Usually, this time of year is what we, in the industry, call “hunting season.” Hunting season is when we are searching for those marketers who still have a little honey left in their 2020 pot or when we’re talking to marketers about the full pot of honey that comes when the calendar turns to 2021. But…this is 2020 after all, so throw that plan out the window.
This blog isn’t so much a blog. It’s not a bold claim followed by substantiation, it’s not a casual observation of industry trend, it’s not a suggestion on how to proceed, but rather a call to action for marketers with money, be it 2020 or 2021 money, to turn to the the smaller agencies of the world. Like American Express’ “Shop Small” initiative that invites consumers to spurn the Walmarts and Bass Pro Shops of the world, this is my plea for those controlling budgets to do the same with regards to agency selection.
But don’t just call on me or Moment. Call on the other agencies who might not make it out alive. Reject the agencies that have massive investors and hedge funds backing them – they will be just fine. Reject the GPJs, the Crispins, the Wiedens – they will be just fine. Reject the 100+ person firms – they will be just fine. Your business, no matter how small, may make all the difference to a smaller agency. Perhaps an agency run by that cute couple you always see jogging at the park, who are fighting through forced smiles to stay above water. To the brands, companies, and products with money to spend – shop small, because smaller agencies mean just as much to main street as the general store and your business can make or break them. Your business makes a difference to the little guys and it just might be enough to help them catch their breath for a week, a month, or even a year. Be there for them.