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Out of context: Reply #28
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- Scotch_Roman0
Large agencies can be horizontally diverse (working across many markets), but it's nearly impossible for one or two-person shops to pull this off effectively. Eventually you might get there, but the quickest way to be seen as an expert and build a reputation is to pick an industry and mine it heavily. I'm gearing up to do that right now. I'm looking at clients in the fine and applied arts—so, museums, NPOs, design textiles and supplies, etc. Some of these sub-markets are doing better than others, but most seem to be at least staying afloat.