Conventional wisdom says that big brands need big agencies. But in a world where old thinking is becoming obsolete quicker than ever, what if this idea was as outdated as the Mary Rose?
Big agencies are like oil tankers. They are large. Full of crew who operate in a set hierarchy and do things the way they have been done for decades. They are undoubtedly great at transporting large loads from A to B. Oil tankers are powerful because of their large engines, but try getting them to change direction and they need to engage reverse gear for three miles just to stop!
Then there are speedboats. Great for quick journeys but as anyone who’s rented one on holiday knows, controlling them doesn’t need any expertise or experience. Speedboat agencies can manage simple tasks but where real power is needed, they fall short.
So what if brands want to explore somewhere new and exciting? And get there quickly with expert guidance?
Enter the powerboat agency.
Powerboats are fast, adaptable and nimble with an onboard crew of key specialists who solve problems together. They’re quicker & sharper than the oil tanker and more high-tech and skilled than the speedboat.
Powerboats can go to places oil tankers simply can’t, but they also have the capability to power forward on bigger journeys too.
The question for marketing managers and directors is – what do you have in your fleet of agencies? An oil tanker, a speedboat, a powerboat, or all three?
At Giants & Titans, we’re proud to be a powerboat: Fast, agile, high-tech, adaptable and fiercely driven.
Being a powerboat gives us the freedom and capability to create innovative work for amazing brands. It allows us to be pioneers, which we simply couldn’t be as an oil tanker.
More and more experts are recognising the role of the powerboat agency in a multi-agency line-up. As Ruth Bernstein, co-founder and chief strategic officer at New York-based YARD, which lists clients including Virgin and Gap says:
“Big brands with big vision are looking for agencies that can match their perspective, not their size.”
Powerboats can’t do everything of course – sometimes an oil tanker or a speedboat is the perfect solution. But there’s never been a better time to re-evaluate your agency setup and ask yourself… isn’t it time you added a powerboat to your flotilla?