‘Punching above’, The Core Agency repositions to embrace small-agency culture
With the indie versus holdco debate a continuing thread of the advertising industry, Mumbrella’s Kalila Welch sat down with The Core Agency’s managing partner Rebecca Turner and founder/creative partner, Jon Skinner, to chat how they’ve embraced their size with a new positioning that makes ‘small’ the agency’s superpower.
Sydney-based independent agency The Core Agency is making the most of its small size, pitching the agility and flexibility that comes with a smaller team as the secret weapon that allows it to “punch above” for its clients.
The new positioning speaks to the agency’s differentiation from the larger agencies that fall under a holding company umbrella, whose scale and resources generally see them operate in an entirely different way, as per the indie versus holdco debate that pervades the advertising industry.
(L-R): Christian Finucane, Rebecca Turner, Jon Skinner
Hi I think it’s great you have a positioning but ‘small’!!! It will a) hold back business growth and also communicates you’re not growing (which communicates you’re not great. I love the name The Core Agency make your positioning around that Getting to the core of the problem – only the core nothing superfluous etc
It sounds like, from their qual research, that being a bit smaller is what people come to them for. Not every client wants an agency that is growing. I’ve worked in agencies both big and small and a lot of mid-sized clients and challenger brands leave the big ones for smaller agencies where they get more TLC. Of course the top end of town will probably like the security of a big shop, but you’ve got to give these guys some credit for knowing their niche and going for it.
What I think what will be interesting, should The Core Agency kick on, is how they maintain the small agency feel that all their clients love about them, as they pick up more business.
For me, ‘small’ is not a driver.
Like ‘Advice’ I’d lean into ‘Core’.
A ‘small’ Core group of experienced people who get to the Core of a problem and solve it, still accurately describes who you are, what you do, and is just as relevant, whether you’re small, or big [which I hope happens].
Either way, good luck – because you’re walking the walk and that deserves everyone’s respect.