Opinion: From our Readers - Size doesn't matter, but flexibility does

I read with interest the front page story last week 'Bigger agencies shunned as Vodafone opts for Paratus', which seemed to voice surprise that Vodafone has moved its account to a smaller agency (News, 7 May).

I don't know why this should be a surprise. For those of us in-house relying heavily on external agency support, one of the key drivers in agency selection, particularly in tight budgetary conditions, is flexibility.

The flexibility to move budgets around, to increase or decrease focus on social media or another piece of the PR puzzle, is vital and unfortunately many of the larger agencies find this difficult to cope with.

Obviously any flexibility a smaller agency offers must also be balanced against scalability, which can be an issue in smaller agencies, but it sounds like Paratus manages that by the use of freelancers, which as long as they are a reliable and quality talent pool, should get around that issue too.

So really size doesn't matter - quality, flexibility, scalability, creativity and certainly chemistry definitely do matter.

Dominic Cook, senior corporate communications manager, Symantec Corporation

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