We are entering into a special time of year for small agencies.
The applications for this year’s annual Ad Age Small Agency of the Year awards are due April 16. The awards will be presented at the Ad Age Small Agency Conference & Awards in Toronto, July 22 and 23.
At Mercer Island Group, we love agencies. And we love agencies of all sizes. Having said that… there is a special place in our heart for small independent agencies that are living by their wits and putting their heart, sweat and tears to work for their clients.
Now is the time to start thinking about your agency’s application for next year – and to help, we asked a number of last year’s winners for their advice.
We specifically asked past winners:
“Knowing what you know now, what advice would you give to an agency that wants to win Small Agency of the Year?”
Here’s what we heard:
Bill Durrant, Exverus: In our experience, a magic formula for winning SAOTY is showing growth plus telling a unique story. Showing a solid growth trajectory is what seals the deal but having a unique story with unique contributions to the industry helps to differentiate you. What is unique about your team – do you have a former French fashion model leading planning, or a BBQ pitmaster running AdOps? What is unique about what your agency offers that others do not? What was unique about your most interesting campaigns last year? Focus on what makes you special and show that it’s working and you will maximize your chances!
Christy Hiler, Cornett: What I love about the Small Agency Awards is that to earn recognition, you must be doing the very best work in the business AND be one of the best places to work with, and for. They are looking for big work, big wins, big hires, and big efforts to make the industry better for everyone. You must be well rounded, and a top performer in every area. Ultimately, there has to be a captivating and fresh story for other agencies to take interest and learn something from.
Jeff Warman, Curiosity: The small things at small agencies really matter. It’s easy to feel overwhelmed or outshined by the “famous agencies” and their work. But the little things you’re doing at exceptional levels add up and shine through. We spent our first few years chipping away at this in the shadows as the little things piled up and built a compelling story.
Commit to making your agency an unskippable brand. Distinct positioning? Vibrant personality? Interesting perspectives? PR-worthy pro-bono or self-promo work? You’re in control of all of that‑‑your own client. Actually, don’t just do those things to be Small Agency of the Year. Do those things to be a great, successful business.
Toby Barlow, Lafayette American: It’s not just about stacking up the accounts and awards, you have to know your agency’s story and tell it well, distilling it down to a distinct brand with a relevant, compelling and engaging point of view.
Kelli Robertson, Hyphenated: Here’s Hyphenated’s advice:
1) Build an agency that is meaningfully different, singular in vision and commitment. Be relentless about making better work that fulfills that vision. You’ll be a strong contender if you are authentic.
2) Be vocal and generous in the industry. Your work should speak for itself, so go beyond that to be an active supporter of small and independent agencies and create a better future for the creativity brands need to thrive.
3) Go to the Ad Age Small Agency Conference. The Ad Age Small Agency Conference is undoubtedly one of the best things we’ve attended. Unlike other agency events, there is a genuine willingness to share, help and support one another. A group of people determined to make it work and make it better.
Whatever the right way to win is for your agency, it’s worth the effort. The Ad Age Small Agency of the Year award is important recognition and awareness. It’s confidence and validation for clients ready to partner with someone new, small, and/or different. And it’s great company to keep.
Brent Choi, Angry Butterfly: What I love about the Ad Age AOY is that it takes into account many aspects of why an agency should be considered for the award. We are a big believer in it too, so we were fortunate to be able to detail not only our best work, but our charitable efforts, staff retention, culture building, earned media, industry thought-leadership, new business wins, and of course our growth numbers. The form is quite detailed, so they guide you through it all. We just ensured we gave strong and thoughtful responses for every part of the submission.
Mark Fitzloff, Opinionated: Here’s a piece of advice I give myself every year: Start writing next year’s submission the day after you submit this year’s submission. That way, you can start shaping a year’s worth of decisions with an eye towards winning. Of course I have yet to actually follow my own advice, but this might be our year!
Steve Boehler, founder, and partner at Mercer Island Group has led consulting teams on behalf of clients as diverse as Ulta Beauty, Microsoft, UScellular, Nintendo, Kaiser Permanente, Holland America Line, Stop & Shop, Qualcomm, Brooks Running, and numerous others. He founded MIG after serving as a division president in a Fortune 100 when he was only 32. Earlier in his career, Steve Boehler cut his teeth with a decade in Brand Management at Procter & Gamble, leading brands like Tide, Pringles, and Jif.
Mercer Island Group helps marketers and agencies succeed. Company leadership is as much at home with marketers and their C-Suites as in an agency’s boardroom. With marketers, Mercer Island Group is a top 5 agency search consultancy covering all types of agency relationships (creative, media, web, PR, experiential) and assists marketers with marketing organization structure, workflow and critical skill development (briefing, creative evaluation & feedback, etc.). The company also supports leading and aspiring agencies with positioning, pitch and strategy training and pitch support.
