Small agencies should look to international markets in their business development plan

"That goes for digital developers in eastern Europe, growing in maturity and experience, now connecting directly with brands to undertake projects (rather than being an off-shore resource for western European agencies), or leading agencies from Europe's ultra-talented but smaller creative hubs (including Stockholm and Amsterdam) looking for expansion opportunities beyond the limited number of brands headquartered in their own countries."

"It's represented many agencies seeking new clients outside of the UK, confirm that an agency's location very rarely appears to be a concern to prospective clients. Marketers in the US are well accustomed to their business dealings being dependent on calls and video conferences and are therefore very comfortable with solicitation by UK agencies, while in Europe face-to-face communication is still a necessary part of winning new clients, as long as the agency is happy to travel."

Non-UK agencies are increasingly targeting UK brands, with small agencies seeking new clients and contracts within the UK. Eastern European digital developers now connect directly with brands to undertake projects rather than serving as off-shore resources for western European agencies. Agencies from smaller European creative hubs, such as Stockholm and Amsterdam, pursue expansion beyond limited domestic brand markets. Digital advertising spend in Sweden and the Netherlands is only 11% of that in the UK, prompting ambitious agencies to look abroad. Agencies can engage US clients without costly US offices because marketers often accept remote calls and video; European clients often still value face-to-face meetings when agencies can travel.

Read at The Drum