Over the past couple of years, more and more boutique agencies have been cropping up. These agencies are not the big behemoths that can “do it all” under one roof. These agencies are focused in particular areas. In the world of advertising, “boutique” doesn’t always mean a small agency – it means specialization.

Employees of boutiques are experts in their discipline; they know what they’re doing and they do it well. If a client needs one job done, then a boutique is a perfect place to go. In the world of boutiques, this can mean less plussing out and many one-time clients.

Another advantage of this specialization is having a smaller number of competitors. As we learned from Ron McDaniel of Buzzoodle Inc., you can basically come up with your own combination of marketing elements, call it something new, and be the only company in that category. Not having a single competitor in an extremely competitive industry is a great asset.

So what does this mean for clients and job searchers? Here’s what’s going on with boutiques:

For Prospective Clients:

Positives:

A one-on-one environment. The client can become familiar with more than just the account manager.

The staff is highly trained in their specific field. They’re experts at what they do. At a traditional agency, some types of work may need to be outsourced depending on the ability of the agency staff.

The Not-So-Positive:

Traditional full-service agencies offer the comfort of an entire warehouse of departments, all just one call away. Clients of traditional agencies are paired up with an account manager who is the company representative. The account manager can vouch for your company’s brand and know how to communicate what you want to the creative team. At a boutique, a client may have to play the role of its own account manager.

Expense can be tricky. Boutiques may not get some of the same discounts traditional agencies can. Because traditional agencies can buy larger media blocks, the price of advertising may be lower. However, a boutique may be less expensive upfront and have lower commissions. Be sure to do your research if budget is a top priority.

For Job Seekers:

The Good:

Jobs aren’t secure anywhere anymore, but filling a niche in a boutique can be a great way to stay away from the massive downsizing traditional agencies are going through.

If you excel in a specific field, a boutique is a great place to utilize your talents on a constant basis. You might not always get to include your favorite medium in a campaign at a traditional agency.

At a boutique, you can get your hand in more projects. This helps you foster growth and learn all about your chosen discipline.

The Not-So-Good:

A traditional agency allows you to learn many sides of the industry and even allows you the opportunity to switch departments. If you’re unsure about where you want to end up in advertising, a boutique may not be the best environment to start in.

Getting your foot in the door may prove difficult. Moving up the corporate ladder may also be a long process.

A traditional agency lets you see many facets of the industry under one roof. If you want to learn as much about the business and its many disciplines, a traditional agency might be the place for you.

By no means are boutiques better or worse than full service agencies. The ad industry is changing rapidly and it’s important to know your options to make the right decisions. When shopping for an agency, be sure to check out both the big guys and the little guys to find the agency that fits your company or your career the best.