There are a growing number of “inde pendent” agencies around the country. In 2003, 25 of the top 50 medical advertising agencies in the United States were independent and, year by year, that number is rising. In fact, more and more, independent agencies are adding larger clients to their roster — in 2002 the top 10 inde pendent agencies had combined billings of about $1.7 billion. But what is the role of an independent agency as advertising and marketing communications becomes increasingly global in nature? And why would a largescale pharmaceutical or diagnostic and device company even consider an agency with less of a longterm track record than agencies affiliated with the deeper resources of a large and proven network? Independence Allows a Customized Approach No longer do large pharmaceutical companies feel compelled to turn to larger, more proven agen cy networks. Now, independent agencies are pro viding a different kind of value, one built on a foundation of flexibility, seniorlevel talent, and true passion.There is no onesizefitsall solution, but instead, a customized approach developed specifically for that client, based on needs and goals. To accomplish this, there needs to be greater nimble ness in responding to a client’s needs.The multiple approval layers found in larger agencies do not exist in an indepen dent structure, so there is a streamlining of cost and time efficiencies. Inherent in the strategy and creative work that comes from an independent agency is the vision and cul ture created by that agency’s founders. In top independent agencies, leaders are not only accessible, involved, and inti mate with a client’s business, but there’s a whole senior level, experienced bench behind them.This greatly benefits clients. They become a bigger fish in the pond and can count on personalized attention. Independent Can Be Global One of the perceived benefits of a large agency net work is the ability for clients to cross borders and enter into new markets around the world using the same agency partner. Resources can be easily shared, as well as strategies and creative nuances. But don’t dismiss a strong potential agency partner because it is an inde pendent shop with no associated agencies in the rest of the world. There are strong independent networks in place around the world. In every country, independent agencies exist with the same passion, pride, and total focus on pro ducing the best work possible. Recently, we identified a network of independent agencies in a variety of countries around the world.This is a network that, through regional consistency and communication, will band together to form a seamless, panglobal network — one united by strong, relevant ideas, strategic solutions customized to the client, and a dedication to the global vision. In other words, this is a network of independent agencies where “1+1=3.” The Passion of Independence Independent agencies are driven by passion. It’s gener ally the foundation upon which they are built. And, much of the talent that shapes an independent agency comes from some of the biggername agencies. After years of working in larger, more globally networked agencies,many seek the challenge of bringing their expertise to help grow an independent agency. There exists a passion in making it work.The Richards Group — an independent consumer agency in Dallas — puts out a kit to prospec tive clients in which it claims: “We are not for sale. Not now. Not ever. With no investors, shareholders, or part ners to answer to we’re never diverted from our focus on our work, our clients, and our people.” We couldn’t have said it any better. The Role of Independent Agencies THEAGENCY STRUCTURE STRATAGEM HEALTHCARE COMMUNICATIONS LLC, San Francisco, is an independent, fullservice advertising agency with independent partners in Germany,Asia, and the United Kingdom. Stratagem serves the pharmaceutical, diagnostic, device, and consumer healthcare industries. For more information, call 4153973667 or visit stratagemhc.com. Stratagem Healthcare Communications LLC Now, independent agencies are providing a different kind of value, one built on a foundation of flexibility, seniorlevel talent, and true passion. There is no onesizefitsall solution, but instead, a customized approach developed specifically for that client, based on needs and goals. Paul Harris Principal, Creative Services/Art Patricia Malone Principal, Creative Services/Copy Susan Hempstead Principal, Account Services PATRICIA MALONE
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The Role of Independent Agencies
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