0225p43-adam-kleinbergReason #1. The Freedom.

The theme of Mr. Wieden’s talk was freedom. The freedom to fail. The freedom to dream. The freedom to take a different path.

Add to that now the freedom from the vested interests of the holding company. POGs (short for Publicis and Omnicom Group agencies) are already motivated to leverage the relationships, investments and proprietary trading desks of their parent companies. But those relationships and investments may not be in the best interest of clients. Further, the solutions those trading desks provide are formulaic and leave less room for innovation. Formulaic approaches lead to mediocre returns. Clients don’t get promoted for delivering mediocre returns. These challenges will only be exacerbated by this consolidation.

This provides an opportunity for small agencies to differentiate ourselves. While perhaps we can’t compete on the cost of every impression bought, we can devise strategies that focus on the value of every impression made.

More and more, brands are viewing small agencies as a viable alternative to big ones. Freedom is a key reason why.

Reason #2. The Fallout.

Pepsi¬†and Coke may or may not decide to put their concerns about conflicts of interest behind them. Certainly some brands will — and others will not.

That means that inevitably, there will be some degree of shakeout. And, having just nabbed silver for Ad Age Small Agency of the Year in the West Coast region last week, I think it’s not too big a stretch to imagine that Traction might find itself in a review or three on some of those right-sized pieces of fallout.

Reason #3. The Message.

Perhaps the biggest reason I see this merger as an opportunity is the message it sends. This is a big story everyone is paying attention to, and it clearly underscores that there is a difference between big and small. Like so much of society, the rich get richer — and that’s not necessarily a good thing.

From: AdAge.

Author: Adam Kleinberg