Small Agencies: Check This Out
Well, Krupp is getting things rolling. On Monday, Sept. 21, he is introducing the first annual Small Agency Monday (to be celebrated every third Monday of September going forward, as he suggested). The holiday is debuting in partnership with large marketing organizations such as Worldwide Partners, Magnet Global Network and Tribe Global, a global network of independent shops.
“Small Agency Monday was developed to level the playing field during this uncertain time and beyond, and counter the notion that only holding companies can deliver big results,” Krupp tells Ad Age. “This myth has been perpetuated for too long.”
He says the initiative was created “to shine a light on the small shops we, and the industry, admire, with the overall intention of getting the attention of clients that may not have looked to small agencies in the past.” It launches with a social campaign that the initiative’s partners will promote on their own platforms, and a website that in the coming months will feature stories, interviews and podcasts with leaders of independents. The goal, according to the campaign, is to help brands find new partners with fresh thinking, “whether it is an AOR opportunity or a chance to work on a product launch or project.”