Why the agency landscape is splitting into two unworkable extremes: bloated holding networks that bill by the hour, and micro-studios that burn out.
THE THESIS
Big agencies bill clients for conference rooms and bureaucracy. Freelancers lack bandwidth for end-to-end production. The sweet spot is a focused, multidisciplinary unit that owns the complete outcome.
THE DISCIPLINE
Brief once, produce once, launch with the same people who sat in the discovery room.