Independent Ad Agencies Tapped in 2009

"There is no such thing as national advertising. All advertising is local and personal. It's one man or woman reading one newspaper in the kitchen or watching TV in the den." – Morris Hite

As 2009 begins, it is rapidly becoming apparent that there is a shift in the Advertising landscape. Clients are faced with much smaller marketing budgets.  Clients are preparing for a continued dip in sales. Global ad agencies are laying off large numbers of staff across the board.

All of these factors will add up to what will probably become one of the largest shifts in Advertising since the development of the computer.

Clients will begin to look beyond the large, slow, expensive agencies of yesterday and search firms will be told to procure new options for the list of consideration.

It seems that clients are starting to realize that their preconceived notions might not be accurate.  The quality of the work is not based on the size of the agency.  The strength of the message is not improved by the location of the agency.  The power of the creativity is not enhanced by the extension of the network beyond the borders of the U.S.

Clients are starting to look beyond the standard line up of agencies.  Clients are looking beyond agencies located in big expensive markets.  They will be surprised at what they find.  Great work for a good price.  Talented creative geniuses living in communities of less than 250,000 people because of the sense of community.  Account Planners that guide great strategy because they actually live next to and go to church with the people in the target audience.

It is a new day for Advertising and I think we will all be the better for it.