Every project needs the proper time to be completed. Even with AI making some tasks faster, agencies still need a reasonable amount of time to deliver strong work. But what about the agencies that keep promising the moon and never deliver? Project timelines stretch and expand until one day you remind them, with maximum anger and frustration, how much the deadline has slipped. Suddenly, they are able to work on it.

Large agencies tend to be worse about this, but I have seen it happen in small agencies too. It is what you think. Your team is distracted and overworked, unable to put in the time required. It is not necessarily their fault. More often, it has to do with leadership not doing a good job of clearing the runway so projects can move efficiently.

The truth is, creative that is truly effective in the market can be messy and inefficient during its creation. Ironically, when it is truly groundbreaking, it becomes hyper-efficient at pulling people toward your brand. That is why it takes a management team committed to clearing the path and making the road to great creative as smooth as possible.

To be fair, most people understand this. But priorities tied to higher-paying clients can become obstacles. Or perhaps you have been handed off to a junior team that does not yet know how to get it done efficiently and does not have leadership creating a clear path for them. Then there is the pressure major holding companies place on large agencies to hit aggressive financial targets. The focus shifts from quality of work to hitting numbers.

Now your team may be quietly afraid they could be next in line for layoffs. I do not know if you have ever experienced mind-numbing fear while trying to create something, but I can tell you it is not the best condition for creativity.

That is why I believe the future agency model is small to mid-sized and probably no bigger. There is a reason many respected agency leaders have shown hesitation about growing too large. It becomes nearly impossible to stay focused. To clear the runway. To be your best.

So when you begin your next agency search, consider looking at a few small to mid-sized firms. Once you work with one that is both creative and responsive, your brand will thank you.

If you are evaluating a Dallas advertising agency or considering a boutique creative partner, responsiveness and leadership clarity should be high on your list.

Randall Hooker
Executive Creative Director | Founder
Atomico Creative