Like a little one marketing agency, we recently submitted a request for information (RFI) for an account that was almost perfect for us. We had the category experience, we had the intellectual capital in the building and we ticked all the boxes except for one thing – size. Of course, if you look at us on paper, we're not the right size for this account because the client wanted us to have an on-the-ground presence in all of their key markets.

When we saw the account profile, our first reaction was, “Oh my god, we're a little fish.” But we still got in because our core team has a depth of knowledge and experience at a very high level. Whether or not we make it to the next stage, it left us wondering how to get over the hump of size uncertainty.

It's not a new question: does size matter? If you are one brand dealer, let me challenge your assumptions. Meeting a customer's needs, regardless of YOUR size, is less for the number of bodies an agency has in the bullpen and more for their expertise and flexibility. Here's how to judge whether a small agency fits your needs.

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Keep strategic thinking at home

While drafting our RFI, we were concerned that the client would think they would sink the boat if they placed an account of that size and scale in our organization. But we have a ton of practical knowledge, which gave us the confidence to play, even if it seemed like a long shot. The staff has too evolved significantly since COVID-19, allowing much more flexibility. Small agencies with a network of remote staff and contractors have arms and legs everywhere. It means they can grow very quickly, even if the contractors are a bridge to full-time employees in another country.

The most critical component is what good small agencies don't outsource. Our organization chart is very heavy because we have chosen to invest in intellectual capital and experience in our home base. This allows us to fill roles and expand to lower levels. When sending out those RFIs, I advise clients to consider what they need from an agency.

Think of it as the difference between buying an off-the-rack suit and one expertly tailored just for you. Now, in this analogy, the tailor is super smart and good at his job. It may take a little longer to fit, but you get exactly what you need – versus taking the suit home and then getting someone else to fit it properly. It makes sense to get the right suit in the first place.

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Build a strong and flexible core

For clients with concerns about the size of an agency, look at the core of the people who will be in charge of the business. Value their experience because they are the ones who will make the big decisions and guide the creative strategy. Everything else is arms and legs – work – and what customers need these days is thinking.

Compare the value of that expertise to an agency with all these people sitting idle. Their leaders will then feel a lot of pressure to take over bigger and bigger pieces of business to fill their plates. They end up selling their skills to customers instead of building what is right and custom. In other words, everything starts to look like nails when all you have is a hammer.

A small agency with a really strong core of strategic and creative thinkers offers a more agile model. As a client, if you come in from the side with a different need, look for an agency that can build a custom, custom platform together with their resident knowledge. An agile model also gives agencies tremendous flexibility in choosing accounts to go after that align with your values. Then, you won't need a mindset of trying to make money in every single part of the business.

Add flexibility to your design

If an agency is already fully personnel and set to work with a client in one way, it's much harder to adapt when they rotate. Meanwhile, agile agencies are able to “turn on” and “turn off” capabilities and fill gaps as needed. For example, our client in the restaurant industry needed help managing the back end of their web platform and asked us to handle it. We got this even though it's not something we usually do.

We were very clear that we would manage the work through contractors and the client could pay them through us. But just as quickly as we activated that capacity when this client brought work home, we turned it off. He made a smooth transition.

Pivots are common, especially when a client changes their traditional and social media marketing mix. My advice to small agencies is to monetize where you have deep expertise — and either switch or introduce other players who better meet the client's needs where you don't. For clients, recognize an agency's ability to bend because this can be the foundation of a true partnership.

When small is beautiful

We gave ourselves the best chance to land that big account because we know where our expertise lies. We were ahead of our game that everyday work – the one that is easily comfortable – can be easily found. In today's market, there are many solutions for doing this, but there are far fewer solutions for strategic thinking. Without access to that intellectual capital, CLIENTS you run the risk of an agency taking a blanket approach and putting execution in the hands of middle-level people. This is where small agencies stand out. They can scale up and down on demand while freeing their strategists to do what they do best – create custom solutions.

So does size matter? Absolutely.