BizSugar.com › Marketing › Big Agency Bias - Insights From a Small Firm Doing Big Work

Track record and scale of agency mean a lot. Planning is important. Strategy is important. But I’ve been in this business for 27 years, and while my firm has led with creative solutions — we offer image strategy, but are more developed in the creative development of brand — I’ve never understood the penchant by so many corporate executives for what I would term “Big Agency Bias.”

What magical pixie dust is sprinkled in the boardrooms of organizations that leave CMOs and top managers so mesmerized by acronym-based holding companies? If I could only share the secrets from the agency-side with my client-side managers and friends, it would be an amazing revelation. Call it “Agency-Side Confidential: The True Story.”