Small comms shops claim to have edge over big boys

Independent comms shops have an advantage over the larger PR groups in times of economic hardship, new agency founders have claimed.

'No profit target': Chris McCafferty
'No profit target': Chris McCafferty

Burson-Marsteller's former UK CEO Jonathan Jordan said that fewer fiscal processes at smaller agencies mean that bosses can develop new services and continue to invest in people, while big groups might be forced to tighten their belts.

Kaper's founder Chris McCafferty agreed: 'An advantage of being independent and not being in one of the big groups is that we don't have a profit target to perform to. We are a profitable agency, but we're not part of group where you have to hit profit margins at all costs.'

One agency boss noted that independent firms had far more opportunity to make strategic investments and acquisitions during the downturn due to the lack of short-term pressure from shareholders and the financial markets.

McCafferty was also convinced that smaller firms could operate with more dexterity and responsiveness than the major industry players. He said: 'Typically, smaller agencies can be better at innovating than some of the bigger firms that tend to fall back on legacy. Larger firms tend to have their way of doing things and tend to be slower to adapt.'

For more on this debate, see Senior agency bosses go it alone

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury finishes sixth day of deliberations

Max Clifford trial jury finishes sixth day of deliberations

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home and will reconvene tomorrow morning for a seventh day of deliberations.

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Fishburn's management have defended their reinvention of the 23-year-old agency amid industry mutterings, fed by a series of director-level departures, about the direction in which it is going.

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

EasyJet aimed to break the world record for the highest ever theatrical performance for Shakespeare's 450th birthday yesterday with the Reduced Shakespeare Company performing on a flight from Gatwick to Verona.

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Senior executives from IBM, Nestlé, Vedanta, GE, Cargill, Philips and Allianz will be among the speakers at PRWeek's first Global Congress.