Advertising Quote by Martin Sorrell
“In our business, except in media buying, there are few economies of scale. Client perception of creative agencies is that the bigger they are, the worse they are.”
About This Quote
In many sectors, especially media buying, larger agencies are perceived as less effective, despite potential economies of scale.
In simple terms: Bigger agencies are often seen as less creative.
Key Takeaway
Challenge assumptions about size and quality.
Themes
perception
scale
media
agency dynamics
Mood
skeptical
strategic
Type
business
marketing
When to use this quote
- client pitches
- agency selection
- industry benchmarking
- marketing strategy sessions
- consulting projects
Key Concepts
economies of scale
brand perception
market competition
Questions to Reflect On
- What evidence supports or refutes the size-quality link?
- How can agencies demonstrate value regardless of size?
A Different Perspective
Size does not always correlate with performance.
![“I remember that Jackie [Stewart] was the first driver wearing flameproof underwear! What it definitely was: it was much more flamboyant. But that doesn't really make it better in my point of view.” quote by Martin Sorrell](https://sms4smile.com/quotes/img-quotes/6e3/martin-sorrell-10724_drivers_i-remember-that-jackie-stewart-was-the-f_169510.jpg)
