Brands Don’t Need the World’s Largest Media Agency

But they also have hundreds of channel options to get their message out there and exponentially more options to reach the right person with the right message in the right place.

In the end, they can spend all of their money on one moonshot Super Bowl ad, or they can get someone to create an intelligently planned, sustained mix of media channels that target specific consumers based on demographics and psychographics. This is why brands need media agencies—to act as the guide/navigator through a media landscape that becomes more complex with every move Amazon makes.  

In the end, they can spend all of their money on one moonshot Super Bowl ad, or they can get someone to create an intelligently planned, sustained mix of media channels that target specific consumers based on demographics and psychographics. This is why brands need media agencies—to act as the guide/navigator through a media landscape that becomes more complex with every move Amazon makes.  

So in many cases a mid-sized, more agile media team beats a large media agency when it comes to helping brands to get their messages seen by the right audience in the right place at the right time. 

Here are more benefits to a mid-sized media team:

Creative 

A mid-sized media team tends to be more creative in their approach to media recommendations and partnerships. Every client/brand represents a new challenge, and a mid-sized media team values the opportunity to try new approaches and explore new media that works best for the brand. This creativity applies to budget allocation as well, ensuring that dollars work smarter and harder for clients. 

Collaborative

It’s a point of pride for mid-sized media teams to know as much about the brands they work with as they do about media. This approach assures a more collaborative process with the client, rather than simply a transactional one. And these mid-sized teams tend to be more integrated with the client’s overall account team, including creative, which leads to better, more customized media recommendations. This integrated approach also applies to vendors and publishers looking for lean-in agency partners to provide fresh thinking and solutions. 

Customized 

When the approach to a client is more personalized, the recommendations for media placement are, too. Unlike the “spots and dots” approach typical of large media agencies, a mid-sized team offers brands the respect of researching the best possible places for their message to be seen. Yes, always with an eye on the budget. Also, since these agencies tend to be independent, there is a deeper level of trust and transparency in recommendations, as they’re truly channel agnostic and based primarily upon relevance and reach.

It's common throughout the ad industry to see media vets from the biggest agencies in the world choosing to work at mid-sized agencies for more a hands-on career experience. Experienced media people gravitate towards mid-sized agencies so that they can exercise their creative side. 

That is why your brand doesn’t need the world’s largest media agency. It only needs the best one.