It seems the small, nimble, innovative agencies are duking it out with the big guys - and increasingly knocking them out. That's not to say that some of the more establisehd agencies aren't still doing the business ... but the balance of creative power is beginning to inch its way down a longer tail of healthcare shops.
At Intouch Solutions, we've witnessed this phenomenon happening as well. We're medium-sized for a digital shop - a little over 100 people - but pretty big to be so niched. We've been going up against the massive global creative shops for years. (And many of our staffers came from those shops.)
Most of the bigger shops were born as traditional offline agencies, and then they acquired or added digital capabilities. Intouch was born digital, 10 years ago in our CEO's basement. And these days, for many of our clients, we've moved from a role of a "Web site building company" to a strategic marketing partner, and one with creative leadership.
Many of those big shops still do great work. But as a medium-sized, nimble, independent agency, we're glad to see clients recognize us as a strategic, innovative, creative partner as well.
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