It wasn’t so long ago that if you wanted to do the best work, you went with the big shop. Larger agencies always had the upper hand. More budget. More resources. More three-martini lunches.

But as tools and technologies are increasingly democratized, smaller teams are leveling the playing field. And brands are shifting dollars to engage more niche agencies who aren’t necessarily full-service, but fully capable of getting the job done.

So while we don’t expect big agencies to go anywhere, when it comes to opportunities for the “little shop”, we suddenly see more.