Project Work Might Not Be So Bad After All: Ad Age Small Agency Conference
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Much has been said about the state of agency-marketer relationships in the past couple of years, with large network agencies in particular bemoaning the decline of long-term retainer accounts. But small agency executives on Wednesday said they welcome the rise of project work.
It’s not a totally surprising sentiment. After all, small agencies tend to operate with more projects more of the time, and it’s often financially easier for them than it is for a large multinational agency.
But Amy Cotteleer, founder and chief creative officer at A2G, said that as wonderful as retainer clients can be for things like predictable cash flow, project work also allows for more efficiency and even more creativity. Project work sometimes allows agencies to suggest fresh approaches that might be harder in a longtime relationship with a lot of legacy work built up, she suggested. Employees can also get more excited because they can work on a project all the way through.
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