Beyond Agency vs Studio
The old categorisation used to be simple.
An agency was large teams, multiple departments, and full-scale campaigns. They came with diverse specialisations (copywriting, design, strategy, PR) and a huge menu (full-scale marketing campaigns, advertising, media buying). There was a hierarchical structure, with multiple layers between clients and creatives, and to reflect all the above, there was premium pricing, often catering to established brands with substantial budgets.
Studios, on the other hand, had a more boutique feel: smaller, more intimate, often with multi-skilled creatives. There was a specialized focus, with experts in specific areas like copywriting or design, and direct collaboration where you could work directly with content creators. It was cost-effective, with lower overheads, and often these studios worked with smaller businesses, startups, and individual entrepreneurs.
However, these days, more marketing firms are at the intersection of agency-level strategic thinking and studio-style agility and specialisation. This hybrid approach offers:
Strategic depth typically associated with larger agencies
Personalised attention and rapid execution of a boutique studio
Specialised expertise
A flexible engagement model that scales with client needs
As AI and automation become more prevalent, ironically, there’s more demand for truly human, nuanced, and impactful content. I believe studios and hybrid models, with a focus on craftsmanship and direct client collaboration, are uniquely positioned to offer a personalised touch that AI cannot replicate.
