Boutique Ad Agency’s Bridging the Creative Gap


In this weeks readings, the “special setting of the creative industries as an economic sphere” is largely discussed as well as the collaboration between business and creative professionals and new developments of people serving both roles. Boutique Ad Agency’s are great examples of places where the collaboration and blurring of roles takes place. Two articles I read this week discuss the goals of these agencies and, if you notice, align the business and creative entities when designing campaigns and pitching  to clients.

Butter Studios, is a “new group [which] brings business-building perspective to creative marketing production services.” Founding partners include a CEO, producer, and creative director. “Butter’s services range from design, animation, and directing, through brand marketing strategy and consulting, to live action and digital production.” Since the structure themselves “as a value-building marketing and creative partner” of clients, their creative employees design with the marketing and economic sphere in mind. Employees take into account both sides of the industry when operating.

Another company, an Australian boutique agency, Jim Jam Ideas, is also bridging the gap. The article below discusses their success in landing Tasmania’s tourisms’ account and CEO, Tony Mayell, notes “Their creative talents and their ability to collaborate with clients and media agencies saw them secure the highest rating in the tender process…They provided the greatest insights into Tasmania’s potential tourism customers and applied these insights to their creative work.”

Boutique ad agency’s and similar small media firms are up and coming environments where business is rooted within the design process and where creatives have to play both sides of the industry in order to prosper.

Dan Levy


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