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September 27, 2008

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Anbuchezhian

Hi Scott

A very nice piece of article. But once again it depends on how much the clients are willing to experiment. Most of them I guess take pride in saying that they work with Ogilvy,JWT, DDB etc rather than a small shop. And second as long as large businesses get globally aligned and shift happens in the region to the network agency how will a small shop get the benefit to work on larger brands even though they can produce quality stuff than the so called high profile agencies.

bhatnaturally

Scott, a thought provoking post. I think a big catalyst for mushrooming new agencies (at least in India) is the tendency among the big agency groups to rely on traditional media big time. Some of my friends who have spent eons in big network agencies have started digital agencies since such specialist domains are still finding their feet within the big agencies.

Jess

Couldn't agree with you more. Small firms can take the risk, focus on niche markets and run with the new and fun ways to attract attention and communicate online. It will be cool to see the variety of new firms and their focus as more and more money moves to the digital space. These guys are a perfect example of taking a new technology opportunity and running with it. http://www.giantantmedia.com

Manish Sinha

You cudn't be more correct scott...big networks even if they try cannot be entreprenuerial. There is just too much bureaucracy and sloth.

too many departments. Too focussed on their quarterly budgets and the here and now. Also, some of the best talent in these places are not pooled together. They generally don't get to build togther!

And there is a disincentive to experiment with all the changes in in new media and technology.

Moreover, even though the networks are huge the level of conversation - both quantity and quality is low and hence the entrepreneurial collaboration always lags behind.

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