Microsoft, Google, Tommy Hilfiger, SheaMoisture (under P&G), eBay...brands that have already left their mark in their world and my job is to launch a new product or campaign that might help to extend their brand. Or, bring a dope creative idea that introduces them in a slightly different way to an opportunity audience. We would do this through an activation, social, creator work, or a brand experience.
I’ve learned a lot, grown even more, and navigated the complexity of capitalist America—only in a way someone who gets a peek into the biggest companies can.
So, when I was evaluating my next professional move, I knew I wanted something different but I didn’t know what. Like 70% of people, I decided to make my next move because of a manager I liked, a team culture that was kind, and healthy leadership—which led me to a smaller agency in a different city. I knew going to a smaller agency meant I was also working with smaller brands but I didn’t quite know what that meant. Would I be bored? Would I be limited in the creative opportunity? Would I even be making an impact?
Now, after a year working with brands like Visit Seattle, Gesa Credit Union, and MultiCare Health System, I’ve had time to reflect and realize mid-sized brands can actually mean bigger and better outcomes. So, here are my top 3 reasons for choosing to manage growing, ambitious, mid-size brands:
Gone are the days of 7-layer approvals and 20-person email threads. Working with mid-size brands means we work directly with the decision-makers on most projects. The people who have created the brand, know the brand, live the brand are often in our meetings, reviewing or writing our briefs, and providing feedback on the creative, allowing us to build together more efficiently and effectively.
Have a brave idea or innovative process? A semi-unhinged stunt that involves a few people, a dog, and a wallscape? Mid-size brands often say yes or at least a version of yes that promotes creativity. They understand scrappy and are closer to their audience so they know what can work with less risk. Constraints around budget or bandwidth can breed innovation. And since they typically don’t have an innovation department or lab that the idea has to go through first, the chance it can come to fruition is much greater.
Closer relationships and innovative work leads to a larger impact from your day-to-day work. One great idea across a 360 campaign can dramatically change the trajectory of a brand. This change can happen so fast that you’re still around to see it. And instead of a flash in the pan it can be a major pivot in the industry for the brand. You can define or re-define a brand’s voice, public presence, and have an demonstrable ROI...and that’s definitely worth it.
I’ll be honest, I do miss some big-budget shoots and access to creators I can fangirl or some trips to large awards (okay, maybe less on that one). However, what I get is an opportunity to use the time I’m spending at work to make a larger impact, more ownership, and build deeper relationships. Big names can be sexy but mid-sized brands can bring you the depth and value for long-term relationships.
And here’s the kicker: the skills I honed building brands that already “made it” now help me build brands that are on their way. I’m not just making ads, I’m making a difference.
So if you're wondering whether the grass is greener on the smaller lawn? It is. You just get to mow it yourself.
Rediate leads social-first, culturally relevant campaigns from Co’s LA base. With leadership roles at The Many and Cashmere, and experience with Google, eBay, and Microsoft, she brings purpose, creativity, and a global perspective to every client engagement.
