THE AGENCY.

The Good.

  • BUILT TO GROW

    The agency prioritizes efficiency to maximize profits and save time delivering content to clients.

  • CREATIVE ARMY

    They employ a large team of creative people to wear individual hats. They get the job done as quickly as possible, at all costs (even personal) and the sales team works diligently to secure as many accounts as they can, building their network of clients.

  • BIGGER BUDGETS

    Larger budgets allow the agency to achieve a very high level of aesthetic quality that most cannot compete with. The agency has a very high attention to detail, noticing and fixing small details that most viewers would have missed anyway.

  • CREATED BY BUSINESS PROFESSIONALS

    Run by business professionals who know how to grow effectively. They are good at two things, client interactions and being effective sales people.

The Bad.

  • BUILT TO GROW

    Fast growth often means taking priority for the sale first, and delivering effective content second.

    A large team of salaried creatives means diffusion of responsibility. Creatives are often never allowed to interact with clients, and client requests are often handed down through a game of telephone starting with an account manager.

    These positions are often held by creatives who are overworked, under paid, poorly coordinated by producers and less than passionate about being a keyboard jockey.

  • A CREATIVE ARMY

    Agency content is passed through many different creatives. Each creative has their own style, experience and personality which sounds great on paper. But this can lead to a fragmented creative vision that conveys your content as an average of 50 separate visions instead of just one.

    Agencies are more focused on competing with other agencies than they are studying human psychology or personal interactions.

    This means that your great idea becomes eroded. Sanded down to a dull rounded knob, rather than a sharp pointed edge.

  • BIGGER BUDGETS

    Aesthetic quality is very important, but it’s only one part of what creates effective, ROI generating content. Content strategy and execution of the edit are far more important than having a $100,000 RED Camera.

    It’s the reason why people like Mr. Beast or Casey Neistat can organically generate millions of interactions per video.

    Agencies often micromanage the aesthetic of the edit down to the individual frame. Resulting in wasted time and a product that feels corporatized and sterile.

    This feeling of perfectionism and inauthenticity makes it difficult for the individual viewer to resonate and engage with, especially in todays world of homemade content made by solo creators.

  • CREATED BY BUSINESS PROFESSIONALS

    Often times, these agencies are run by non-creative types who are very good at building businesses.

    People who have a surface level understanding of the psychology behind the content/viewer relationship, usually going no deeper than “this video looks great, and thats why people like it” then justifying social media’s mass adoption of the medium as a reason to create an agency.

    If the owner of a company knows nothing about his/her product, the product cannot be the best.