Beyond Agency vs Studio
If you’re a marketing leader working out how to move forward in the age of AI, you’re well acquainted with the traditional distinctions between agencies and studios. Yet these labels are becoming increasingly fluid. The real question isn’t just about choosing between an agency or a studio—it’s about finding the right strategic partner to drive the results you’re after.
Digital transformation is driving a tectonic shift in the marketing services industry. Agencies are streamlining operations and adopting more agile methodologies, while studios are expanding capabilities and taking on more comprehensive projects. This is creating a new breed of hybrid partners that defy the old categorisation, which used to simple:
Agency
Think BIG: Large teams, multiple departments, full-scale campaigns
Diverse specialisations: copywriting, design, strategy, PR
Wide range of services: full-scale marketing campaigns, advertising, media buying
Hierarchical structure: multiple layers between clients and creatives
Premium pricing, often catering to established brands with substantial budgets
Studio
Boutique feel: Smaller, more intimate, often with multi-skilled creatives
Specialized focus: Experts in specific areas like copywriting or design
Direct collaboration: Work directly with content creators
Cost-effective: Lower overhead means more affordable rates
Often works with smaller businesses, startups, and individual entrepreneurs
The hybrid model
More and more marketing firms are now at the intersection of agency-level strategic thinking and studio-style agility and specialisation. This hybrid approach offers:
Strategic depth typically associated with larger agencies
Personalised attention and rapid execution of a boutique studio
Specialised expertise
A flexible engagement model that scales with client needs
As AI and automation become more prevalent, the distinction between agencies and studios will continue to blur. However, this technological shift is also driving demand for truly human, nuanced, and impactful content. Studios and hybrid models, with their focus on craftsmanship and direct client collaboration, are uniquely positioned to meet this demand, offering a personalised touch that AI cannot replicate.
Why I chose this model for Copy & Co
After years working on in-house marketing teams, I saw a gap in the market. Businesses needed top-notch content and copywriting strategy, but they didn’t always have the budget for a full-service agency. And they didn’t want to sacrifice quality for speed.
I started Copy & Co as a studio that bridges the gap between quick turnarounds and expert craftsmanship. I wanted to offer the personalised attention and collaborative spirit of a small team, but with the experience and expertise of a seasoned agency veteran.
I love meeting other artisans, who really care about the craft of copy and the precise words used, with commercial expertise to quickly grasp the business context. Ultimately, I want to produce and be around beautiful writing. I love telling the story of a business, how it changed people's lives.
I want Copy & Co to be a place where quality prevails. I believe that in the age of AI, that will make all the difference — an organisation (or founder) having a crystal-clear voice, that sounds like a human. If you need help creating that type of content for your business, I’d love to help.
