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Jargon Watch: Micro-agency

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Micro-agency: this is one that Jonathan Hopkins picked up that I came up with when talking about his agency Shed. It was a blatant steal on the concept of micro-brewery – a small brewing pilot-plant based business that competes in a niche, specialism or on quality with larger more-efficient brewing operations. To me the analogy for agencies was obvious, smaller and more dynamic than even a boutique agency, but bringing more to the table for clients than a freelancer with a good  tax accountant; the trick is picking out the micro-agencies from around the industry.