My learnings from working at both large international agencies and boutique ones
Over the years, I’ve had the chance to work at both large international agencies and smaller boutique ones. Interestingly, while the day-to-day work often overlaps, the types of clients can feel worlds apart.
At big agencies, most of my direct contacts were corporate communications teams from multinational companies. The projects were structured, polished, but often a bit distant from the real business core. Small agencies, on the other hand, usually work with startups or niche brands where you’re closer to the decision-makers—and that changes everything.
One project really highlighted this difference.
A startup, backed by a large group, came to our big agency through its parent company. I was thrilled when I got assigned, because unlike my usual corporate comms counterparts, I had the chance to speak directly with the startup’s management team. It gave me first-hand insights into their product vision, challenges, and business goals—something I rarely experienced with larger clients.
The project itself focused on collaborating with top industry media and KOLs to launch their product in China. We landed a feature on an influential industry site, and even the media founder—who was also a respected KOL—endorsed the product. The numbers looked great: strong exposure, impressive readership, and lots of buzz.
But here’s the catch: it was a one-off project.
Yes, the brand gained visibility. But the big investment didn’t translate into sustainable sales. Over time, their posts and news got lost in China’s fast-moving, crowded digital landscape.
That experience taught me something important:
- Big agencies can open doors to influential media and leverage extensive networks.
- Small agencies, while less connected at that top-tier level, often focus on consistency—helping brands maintain a steady presence and build long-term awareness within a limited budget.
Every brand’s journey is different, and there’s no one-size-fits-all answer. Sometimes you need the reach and credibility that a big agency can offer; other times, consistency, agility and customized services from a smaller team make the real difference.
At WeClick, we believe success in China’s fast-moving digital landscape comes from sustainable presence, local insights, and authentic connections—not just one-off splashes.
👉 I’d love to hear your thoughts: when it comes to agency partnerships, do you value the “big splash,” or the steady presence?
Until next time,
Hongyu & the WeClick Team
Click. Communicate. Connect with China.
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