Dubai: A big company is more often than not viewed as bigger and better in terms of business. But is that really the case?

Obviously there are many advantages to a large agency with multiple offices in umpteen locations worldwide but — without blowing our own trumpet — on the flip side a smaller agency offers its own unique set of advantages.

In a small agency, work doesn’t have to go through a lengthy sign-off process in order to get approval from senior management. Therefore, decisions can be reached much quicker.

Can you have that document by the end of the day, you ask? You betcha. This means a true partnership with clients, so much so they often feel as if our team are simply an extension of theirs. Which is fine by us.

Everyone in a smaller agency tends to be as experienced as each other, so clients are never passed on to a more ‘junior’ member of the team and then left wondering where the so-called big guns have disappeared to after the all-hands-on-deck pitch.

When it comes down to it a smaller agency, success depends on its clients’ success and therefore it is highly invested in keeping said clients happy. Plus, without the luxury of a head office doling out new business, we often rely on referrals for opportunities. Personally, we think it’s reassuring to know word of mouth still has a place in business.

With a smaller consultancy you know you are not paying for the name. ‘A name’ is certainly impressive, but it also comes with bigger overheads — all those staff away-days have to be paid for, after all — which means heftier agency fees.

From an employee’s point of view working for a small company does have its plus points (despite the notable absence of away-days). It usually means you’re working across a variety of different projects at one time — the dream for creative types. Plus without an international network calling the shots, a local agency can also be fairly selective about the projects or clients they take on.

This can only be a good thing when it comes to shaping the business.

So, don’t be swayed by the quantity of clients on retainer — instead look at the longevity of client relationships, as in our book this is what counts.

Have we convinced you or are you tied to those time-sheets?

The writer is Head of Account Management at North55.