S, M, L or XL? If you’re wondering if you’re using the right-size agency, you’re not alone. A new survey of 100+ CMOs for B2B and B2C companies shows a move away from the single, monolithic Agency of Record. Why?

CMOs see big drawbacks with larger agencies

• 55% cite a lack of innovation/creativity
• 35% feel capabilities are too narrow
• 31% say less experienced people run their account

To fill this void, no less than 58% of CMOs say they partner with small to midsize agencies.

CMOs see big advantages with smaller agencies

• 38% mention greater creativity
• 44% talk about more personalized service
• 40% state they get more specialized knowledge

Full disclosure: we’re a smaller agency that’s been thriving for 40 years – for all the reasons stated above. See for yourself.