There’s a belief that only the big players can deliver “serious” ideas. Translation: pay more, wait longer, get less.
Big agencies are masters of the meeting. But culture moves too fast for that. By the time your campaign passes three creative directors and a strategy committee, TikTok has already moved on.
Smaller, nimble agencies win because they’re hungry, direct, and close to the culture. You don’t buy ideas with a retainer. You earn them with curiosity, agility, and a team that actually cares.
Retainers create comfort, but comfort kills urgency. With guaranteed income, big agencies lose the hunger that produces truly fresh thinking. Clients end up funding overhead, not creativity.
Culture doesn’t wait for Q2 planning. Smaller teams can pivot in days, not quarters. They’re embedded in culture, not observing it from conference rooms. That’s why their work feels alive.
