Posts Tagged ‘Advertising Boston’

Big Fish….Little Pond…The Truth

December 6, 2011


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By: Barry Jacobs, Vice President, Short Form Direct Response, Mercury Media Santa Monica

In the last two months, two prospective clients have told me that they would rather be a big fish in a small pond than a small fish in a large pond.  The “small pond” media company has used the same phrase with both the clients. As part of the “large pond” company, I take a huge exception to the comment.

First of all, at Mercury we grow clients.  Our goal is not simply to buy the media; we take the time and energy to optimize every facet of the clients marketing endeavors. Let me draw an example that really dispels the concept. If you buy a tropical fish and place it in a large tank, something wonderful occurs. The fish grows and flourishes as it has space to grow and the opportunity to live a long life. If you take the same fish and place it in a small bowl, the fish stays the same size and does not live as long.
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