For many years I have avoided that description for our agency. Why? Because in this world of huge Wall Street agency holding companies it seemed like “critical mass” was King. But ever since the latest Ad Agency Holding Company mega merger was announced I have had a bit of a paradigm shift. After all the true definition of a “boutique” is: “a business that serves a sophisticated or specialized clientele”. And if I were a client that would be very attractive to me. Maybe not for the clients who want the same message across their global empire but certainly for North America. So I have made friends with the notion that we are a “boutique shop.” We are unique because we are a people business. Meaning it all comes down to how smart and creative the people we bring to the table are. And where we can’t claim a billion dollars in billings we can claim that the staff members we have at this boutique can more than compete with the staff in any huge holding company. The difference is we truly treat our clients like they are sophisticated and SPECIAL.