Attending the talk on boutique agencies felt like looking into a mirror reflecting what the market is becoming more agile, more direct, and more connected to brands. The numbers presented revealed something significant: there’s a notable rise in the number of brands choosing to work with smaller agencies instead of traditional ones.
And it’s easy to see why. Many of these new agencies were founded by people who came from the traditional model. Seasoned professionals who felt firsthand the frustration of rigid processes and the growing distance between client and creative. They chose to leave, start their own ventures, and build a leaner, faster, and closer model for working with brands.
Today, I clearly see how much that makes a difference. Large agencies have so many layers of approval and bureaucracy that they often miss the timing of an idea. Meanwhile, boutique agencies can speak directly with decision-makers, quickly grasp the brand’s pain points, and respond with creative and executable solutions. That’s gold in a market that demands urgency and relevance.
Luciana Guiara, founder and CEO of Nation a newly launched agency shared some powerful insights on this. She spoke about speed, craft, boldness, but above all, the ability to understand a need, respond with clarity, and execute with precision. All without the maze of processes that paralyze so many legacy structures.
The rise of smaller agencies is a wake-up call. The traditional model is being challenged. And without reinvention, many giants risk losing space, clients, and relevance. The game has changed and those who know how to play with lightness, active listening, and speed will come out ahead.
