This is true, but not every small agency is trying to get big - the boutique business model is thriving.
Many talented PR people prefer engaging closely with clients to working with big agency bureaucracy, while clients appreciate the senior level service and focus boutique firms can offer.
Importantly, it has never been easier to outsource non-core activity and plug into global markets through online communications and net-working. Boutique PR firms are managed with the same rigour as big companies, and are succeeding worldwide.
- David Watson, vice-president, PR Boutiques International.