The face behind the blog
Marjolein Vugts
Managing director uniting strategy, creativity and culture. Moves brands forward, keeps them on course and helps them grow sustainably.
Head to the contact page or email to marjolein@gi.nl
As an established part of the Brabant creative scene, we at GI know better than anyone how crucial it is for an agency to stay sharp about where it stands and where it wants to go. And of course it's no secret that, from time to time, we look around at others too. At GI, we see it happening: agencies are getting bigger, their services broader. But where is the focus?
Lately, it happens more and more often that one of us says something like, “Hey, they’re now part of...”. Because the market is consolidating, noticeably. There is nothing wrong with that, of course. In fact, we understand that for many agencies it is a logical step. So, logical? Perhaps. But relevant for clients with complex challenges? Not always. It is not necessarily the right fit for every client, especially when tailor-made solutions are needed, and, more importantly, specific and in-depth expertise. That is why, in our view, differentiation is more important than ever.
The impact of the consolidation wave on creative agencies
Where previously it was mainly large online agencies driving mergers and acquisitions, we are now seeing smaller and medium-sized branding and design agencies being absorbed into larger structures. This creates faster delivery, a broader range of services, and more diverse teams with a wide range of expertise. For many clients, it is an attractive development; offering the possibility to stay with a single agency for a variety of needs.
However, this scaling-up also brings shifts. Where close collaboration with trusted, experienced specialists was once a given, the dynamic can shift towards a broader but less specific deployment of talent. Creative signatures may fade, strategies risk becoming more uniform, and deep expertise becomes spread across multiple layers within an organisation. For those who want to combine substance with impact - and who prefer clarity of direction over general expansion - it is time to make a clear choice. For those who value a distinctive style and expertise, a specialised agency remains an attractive alternative.
On the value of connective knowledge
Especially in specialist B2B and B2B2C markets, such as high-tech engineering, specialty chemicals and materials, or advanced manufacturing, in-depth knowledge is essential for successful communication. Clients in these sectors operate in complex, technically advanced environments and expect an agency not only to understand their language, but also to grasp the fundamental challenges and innovations within their industry.
The right agency for these clients possesses niche expertise: knowledge that goes beyond simply translating technical information into accessible language. It is about understanding market dynamics, recognising underlying trends, and strategically positioning a brand within that context. At GI, we call this building a knowledge field. It is embedded in the GI Method: we dig deeper, we connect insights, and we ensure that every step, from strategy to activation, is firmly rooted in knowledge and understanding.
As a result, not only does the individual expertise of team members grow, but so does the collective ability of the agency to consistently add value. When everyone, from account manager to designer, from copywriter to artworker, possesses this market-specific knowledge, experience and insights can be shared. Brands within the client portfolio then begin to strengthen one another: insights from one project enrich the next, and the collective knowledge becomes increasingly refined. A win-win for both the agency and its clients.
Specialisation as a strategy for the future
In a time when consolidation is reshaping the creative landscape, the ability to respond to highly specific brand needs becomes a true strength. For precisely tailored solutions and close collaboration with clients who genuinely benefit from expertise at a micro level. At GI, we deliberately choose independence and niche expertise to remain distinctive and to build a sustainable knowledge field where brands and markets strengthen one another. We do not aim for scale, but for precision. And for clients who are not looking for something broad, but something spot-on. That is why the GI Method works. Market consolidation is not a threat. It is the moment to show what you truly stand for.
Marjolein Vugts
Managing Director