For the past few years, I found myself increasingly aware of a concerning trend within the creative and advertising industries: the erosion of the creative economy by established agencies.
We can no longer ignore the proliferation of mediocrity in the form of uninspired ideas and subpar executions flooding our online and offline lives.
It shouldn’t come as a surprise that clients—now more than before—disillusioned by the diminishing returns on their investments, are either cutting budgets or reevaluating their (sometimes global) partnerships, turning to smaller agencies and studios.
Big agencies feel that pressure. Some of them use their vast experience and resources to invest heavily in AI, in an attempt to automatize and replace creative jobs so they can lower costs and become competitive again.
There’s also an obsession among larger organizations to introduce new processes and roles, all under the guise of innovation and value-added services. Yet, upon closer examination, they often just mask an underlying stagnation and inefficiency.
While some agencies glorify their methodologies and specialized roles as revolutionary improvements, the reality outside of their bubble couldn’t be more different. Their output is still perceived as tired, just executed with exaggerated budgets, convoluted workflows, and ultimately, diminished long-term returns for the brand they’re serving.
Is this just a clever ploy to justify charging higher fees? I believe so. The way I see it, this further dilutes the creative marketplace, along with the quality of the output, and the exacerbated disconnect between agencies and the clients they’re serving. Being profit-focused instead of creative output-focused just cannot be sustainable, can it?
Smaller agencies and studios focus on what truly matters: delivering innovative, more impactful ideas and solutions that resonate with their client's needs and goals.
Right now, during what looks like a global economic downturn, we notice how the wave of creativity is being pulled back, and, what's alarming is the apparent obliviousness of so many organizations.
Meanwhile, a silent exodus is also underway as top-notch creatives now venture out on their own, seeking not only creative freedom but also a genuine connection.
They know the inner workings and shortcomings of the ad giants and will use them to disrupt the status quo.
Their studios will bring a major shift: prioritizing quality over quantity, genuine collaboration over internal politics, and cultivating authentic client partnerships to truly understand and address their challenges.
This is not to bash the industry giants or suggest that larger agencies are destined to fail. However, they must shed rigidity and actively find ways to revitalize and sustain the creative ecosystem instead of destroying it. And do it soon.
Shoutout to all small creative businesses—keep leading the way!
