How to develop creativity in the smaller agency

William Marsteller

In a prescient 1966 speech William Marsteller, founder of Marsteller Inc, discusses the difficulties small agencies face when trying to compete with larger firms in a presentation to the 4A’s (the American Association of Advertising Agencies) Western Region Annual Meeting.

How to develop creativity in the smaller agency

William MarstellerFounder, Marsteller Inc.

One of the occasional interests of the advertising trade press is the future of the small agency.

It is sort of a foolish and repetitive finger exercise in an unchanging key, but as you know there's the period between year-end round-ups and the smelt run of spring conventions when everybody is busy getting out the year's ads and no one says anything controversial.

An easily prepared filling to go around the media ads in the advertising press is a re-examination of the plight of the small agency....

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