{"id":27423,"date":"2018-08-19T07:52:55","date_gmt":"2018-08-19T14:52:55","guid":{"rendered":"https:\/\/adpulp.wpengine.com\/?p=27423"},"modified":"2018-12-29T08:32:14","modified_gmt":"2018-12-29T16:32:14","slug":"small-teams-generate-big-ideas","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/small-teams-generate-big-ideas\/","title":{"rendered":"Small Teams Generate Big Ideas"},"content":{"rendered":"<p>In any given year, the number of agencies who win awards and earn accolades in the industry press totals about 500 to 600, give or take. <\/p>\n<p>These name brand shops paint a picture of an industry in transition (some would say decline). But, limited views provide limited information to base conclusions upon. Here&#8217;s a conclusion not based on anything the name brand shops are doing: The agency business is highly dynamic. <\/p>\n<p>As of 2016, there were more than <a href=\"https:\/\/www.statista.com\/statistics\/184810\/establishments-in-us-advertising-and-related-services\/\">13,800 advertising agencies<\/a> in the U.S. <\/p>\n<p><strong>Two-thirds of the agencies in the U.S. employ fewer than five people.<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/adpulp.wpengine.com\/wp-content\/uploads\/2018\/08\/Creative-Director-plus-1024x683.jpg\" alt=\"\" width=\"1024\" height=\"683\" class=\"alignright size-large wp-image-27450\" srcset=\"https:\/\/www.adpulp.com\/wp-content\/uploads\/2018\/08\/Creative-Director-plus-1024x683.jpg 1024w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2018\/08\/Creative-Director-plus-300x200.jpg 300w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2018\/08\/Creative-Director-plus-768x512.jpg 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>Eric Kallman, co-founder and creative director of <a href=\"https:\/\/www.erich-kallman.com\/\">Erich &#038; Kallman<\/a>, is a big believer in the power of small teams. <\/p>\n<p>Writing in <a href=\"http:\/\/adage.com\/article\/agency-news\/agency-people-run-account\/314628\/\">Ad Age<\/a>, Kallman suggests that a talented creative director with one art director and one copywriter can generate ALL the ideas needed to satisfy a client. <\/p>\n<p>He also predicts that the best agencies of the future will be small-to-medium sized businesses. <\/p>\n<blockquote><p>It&#8217;s inevitable as advertising evolves that, with a few outliers, most great creative shops will consist of about 50 people, not hundreds. Marketers will still pay a premium for great creative work, but not nearly the rates that some are paying now. Agencies won&#8217;t grow vertically, they&#8217;ll grow horizontally. Audiences are growing smaller and more segmented, but there will still be a demand for effective, breakthrough creative advertising. It will just be smaller groups of people with a higher concentration of talent providing a better service and product.<\/p><\/blockquote>\n<p>Many of these &#8220;smaller groups with a higher concentration of talent&#8221; are celebrated by Ad Age&#8217;s <a href=\"http:\/\/adage.com\/article\/agency-news\/bssp-named-ad-age-s-small-agency-year\/314051\/\">Small Agency Conference &#038; Awards program<\/a>, now in its ninth year. <\/p>\n<p>This year, <a href=\"http:\/\/bsands.com\">Butler, Shine, Stern &#038; Partners<\/a> of Sausalito, California took top honors. <\/p>\n<p>I love that Ad Age has a category for the truly small shop. This year, <a href=\"https:\/\/johnxhannes.com\/\">JohnXHannes<\/a>, New York was named Small Agency of the Year, in the 1-10 employees category.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In any given year, the number of agencies who win awards and earn accolades in the industry press totals about 500 to 600, give or take. These name brand shops paint a picture of an industry in transition (some would say decline). But, limited views provide limited information to base conclusions upon. Here&#8217;s a conclusion [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":27447,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[6,296,39],"tags":[],"class_list":{"0":"post-27423","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-ad-people","8":"category-agency-business","9":"category-awards","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Small Teams Generate Big Ideas - Adpulp<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpulp.com\/small-teams-generate-big-ideas\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Small Teams Generate Big Ideas - Adpulp\" \/>\n<meta property=\"og:description\" content=\"In any given year, the number of agencies who win awards and earn accolades in the industry press totals about 500 to 600, give or take. These name brand shops paint a picture of an industry in transition (some would say decline). But, limited views provide limited information to base conclusions upon. Here&#8217;s a conclusion [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.adpulp.com\/small-teams-generate-big-ideas\/\" \/>\n<meta property=\"og:site_name\" content=\"Adpulp\" \/>\n<meta property=\"article:published_time\" content=\"2018-08-19T14:52:55+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-12-29T16:32:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i1.wp.com\/adpulp.com\/wp-content\/uploads\/2018\/08\/small-teams-big-ideas.jpg?fit=2194%2C1500&ssl=1\" \/>\n\t<meta property=\"og:image:width\" content=\"2194\" \/>\n\t<meta property=\"og:image:height\" content=\"1500\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"David Burn\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@davidburn\" \/>\n<meta name=\"twitter:site\" content=\"@adpulp\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"David Burn\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.adpulp.com\/small-teams-generate-big-ideas\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.adpulp.com\/small-teams-generate-big-ideas\/\"},\"author\":{\"name\":\"David Burn\",\"@id\":\"https:\/\/www.adpulp.com\/#\/schema\/person\/40be2d95bd1121a5f5da567c4059856c\"},\"headline\":\"Small Teams Generate Big Ideas\",\"datePublished\":\"2018-08-19T14:52:55+00:00\",\"dateModified\":\"2018-12-29T16:32:14+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.adpulp.com\/small-teams-generate-big-ideas\/\"},\"wordCount\":321,\"publisher\":{\"@id\":\"https:\/\/www.adpulp.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.adpulp.com\/small-teams-generate-big-ideas\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.adpulp.com\/wp-content\/uploads\/2018\/08\/small-teams-big-ideas.jpg\",\"articleSection\":[\"Ad People\",\"Agency Business\",\"Awards\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.adpulp.com\/small-teams-generate-big-ideas\/\",\"url\":\"https:\/\/www.adpulp.com\/small-teams-generate-big-ideas\/\",\"name\":\"Small Teams Generate Big Ideas - 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Ad Age Editors, Jonah Bloom and Matthew Creamer say, \"we had only two categories, Agency of the Year and Campaign of the Year, recognizing that dividing work by medium or discipline now is anachronistic.\" That kind of\u2026","rel":"","context":"In &quot;Agencies&quot;","block_context":{"text":"Agencies","link":"https:\/\/www.adpulp.com\/category\/agencies\/"},"img":{"alt_text":"Rockfish.png","src":"https:\/\/i0.wp.com\/adpulp.wpengine.com\/archive\/2009\/09\/15\/Rockfish.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":33903,"url":"https:\/\/www.adpulp.com\/there-is-no-relationship-between-the-size-of-your-talent-and-size-of-your-market\/","url_meta":{"origin":27423,"position":3},"title":"There Is No Relationship Between the Size of Your Talent and Size of Your Market","author":"Mary Buzbee","date":"June 8, 2020","format":false,"excerpt":"Editor\u2019s note: This third article in our new Emerging Voices Series is made possible by the generous support of our patrons on Patreon. The advertising industry is a solar system. The sun represents the brands we make work for\u2014they give us our central purpose and provide vital resources. 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Change is hard. This may or may not explain the plethora of bitching and moaning about how the industry has changed not for the better. Before we get rolling, may I suggest a musical interlude? https:\/\/youtu.be\/OIRE6iw-ws4 Really? Another Trophy? How About A Raise, So I Can\u2026","rel":"","context":"In &quot;Ad People&quot;","block_context":{"text":"Ad People","link":"https:\/\/www.adpulp.com\/category\/ad-people\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2019\/07\/advertising-industry-young-folks.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2019\/07\/advertising-industry-young-folks.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2019\/07\/advertising-industry-young-folks.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2019\/07\/advertising-industry-young-folks.jpg?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2019\/07\/advertising-industry-young-folks.jpg?resize=1050%2C600&ssl=1 3x"},"classes":[]},{"id":37920,"url":"https:\/\/www.adpulp.com\/four-super-bowl-spots-not-made-by-goodby-silverstein-partners\/","url_meta":{"origin":27423,"position":5},"title":"Four Super Bowl Spots Not Made By Goodby Silverstein &#038; Partners","author":"David Burn","date":"February 10, 2024","format":false,"excerpt":"Yesterday on Adpulp.com, we addressed the fact that Goodby Silverstein & Partners for the second time in its history has four spots running during the Super Bowl. Today, we continue to explore some of the best spots from other agencies in honor of the one day each year when people\u2026","rel":"","context":"In &quot;Featured Creative&quot;","block_context":{"text":"Featured Creative","link":"https:\/\/www.adpulp.com\/category\/creative-review\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2024\/02\/Budweiser___Super_Bowl_LVIII_Old_School_Delivery_-_YouTube-2.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2024\/02\/Budweiser___Super_Bowl_LVIII_Old_School_Delivery_-_YouTube-2.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2024\/02\/Budweiser___Super_Bowl_LVIII_Old_School_Delivery_-_YouTube-2.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2024\/02\/Budweiser___Super_Bowl_LVIII_Old_School_Delivery_-_YouTube-2.jpg?resize=700%2C400&ssl=1 2x"},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts\/27423","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/comments?post=27423"}],"version-history":[{"count":0,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts\/27423\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/media\/27447"}],"wp:attachment":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/media?parent=27423"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/categories?post=27423"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/tags?post=27423"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}