Agency mergers are stacking up—Omnicom and IPG are chasing a $25-billion network, while BBDO’s blending three offices into “West BBDO.” With layoffs looming and teams reshuffling, it’s not just noise. It’s a problem for marketers who count on direct mail. The bigger these agencies get, the trickier it is to keep your direct mail campaigns front and center.
The Big Agency Problem
Big agencies sell the full package—digital, TV, social—and, oh yeah, direct mail. But when mergers hit, focus frays. They’re juggling their mega-clients, leaving smaller campaigns—like a regional fiber internet rollout—stuck in the queue. Layers of staff, offsite “strategy sessions” and merger logistics slow things down. Direct mail gets treated like an afterthought, and NOT a priority. And your results suffer.
Why Direct Mail Takes the Hit
Direct mail needs tight execution—targeting that lands, offers that stick, tweaks that happen fast. Big agencies often miss that mark. Their scale means process over precision—your retail promotion or insurance acquisition mailer might get a one-size-fits-all approach, not the attention it needs. Expertise spreads thin when mail’s just one of many services, leaving marketers with campaigns that underperform. It’s not intentional…it’s structural.
Smaller Shops, Sharper Focus
A smaller agency built for direct mail—like RPM—turns that around. No sprawling portfolios, just a crew dialed into mail. Here’s what that gets you:
- Speed: Testing rolls out in weeks—rapid cycles, not long delays.
- Specialization: Direct mail’s the main gig—your project’s not a side hustle.
- Efficiency: Lean setup keeps costs low—your budget hits the target audience, not agency overhead.
- Alignment: A tight team gets your business fast—no bureaucracy bog-down.
Rapid Performance Method: Precision at Pace
Testing’s the backbone of direct mail that works, but it’s tough to pull off with limited time or budget. RPM’s Rapid Performance Method fixes that—think fast-track testing, analysis, and optimization. It’s built to nail a winning approach, scale it smoothly, and cut costs while lifting ROI—all driven by real sales and consumer data, not hunches. One client refreshed a stale campaign in under a month; another made a lean budget go further than their old agency ever did. It’s practical, not flashy—mail that works without the wait.
Your Play in the Merger Shuffle
Plenty of companies—regional telecoms, home services, startups—work with big agencies. They’re drawn by name recognition or the all-in-one pitch. But mergers shift the spotlight—direct mail slips behind bigger fish. Your campaign’s waiting while they’re chasing synergies and reorganizing team structure for the ninth time. A specialized shop skips that—no big agency bullshit, just focus. Why settle for a sideline when you can get a team that lives for mail?
Rather keep your mail rolling and get it delivered efficiently? Drop RPM a line for a quick check on your direct mail setup—no heavy audits, just a real look at where it can work harder.
