What ‘Starts-up’ must come down

SYDNEY - Sept. 20, 2013 - PRLog -- The communications industry hinges itself on the contemporary, and sometimes ephemeral, with media agencies rising and falling quickly and consistently.

Social media's rise to cultural dominance has left consumers with high demands for immediacy of both information and response, and as such companies now have no choice but to outsource their PR and marketing requirements in order to meet expectations.

Thousands of startup digital, creative and media agencies open up shop each year and battle for clients. Only 45% of communications companies are still in operation four years after starting, the second lowest percentage of any industry after information.

Competition is high, to the extent that perhaps the qualities we’ve always associated with successful businesses; determination, knowledge and passion for the industry, are no longer enough to guarantee a startup survives its opening phases. But then what decides the fate of these creative agencies; is it the company’s attitude, product or simply luck?

Clumsy startups often meet a grisly fate, with a general lack of planning and experience, particularly in management and record keeping, heralding the downfall of these young companies. Emotionally involved managementcreating emotionally based (and unrealistic) prices, and living beyond their means are the top two financial faux pas that will surely send any company on a direct road to bankruptcy.

Small independent media agencies attend to clients and small details in ways that the big agencies overlook, and do it well. But with every agency ardently promising to cater to your every desire, which of them comes out on top, and further, what’s to stop them from all biting the dust?

Alex Tassone, founder of Hooch Creative, a Sydney-based creative and media startup, acknowledges this, instead stressing the need for a point of difference; “the originality and the guts to do something truly unique, that’s what cuts through the uniformity of a lot of these startups.”

Hooch Creative builds strong connections with its clients and prides itself on innovative thinking. Currently working out of a boardroom, the small agency has a down-to-earth, intimate culture. It’s tight-knit team of marketing, PR, IT and design experts weigh in on all debates and decisions, culminating in the best and most creative work for the client.

Although they are without the major resources of huge marketing conglomerations, Hooch still successfully manages a variety of clients with dedication, zeal and originality.

Effective communication and media is not always about scale. The tenacity of these small agencies necessary to fight for survival creates positive outcomes for the client. Innovation and individuality take centre stage as the battle for the spotlight continues. Despite the most fervent enthusiasm and dedication, there are no guarantees in the communications industry, no single way to ensure success.