Once upon a time, and actually not too long ago — agencies solved problems. Good problems. Big, beautiful problems. Problems that made you sweat, think, and drink coffee by the gallon. Agencies were partners. They were collaborators. They listened, they challenged, they worked hard to make something that would last longer than the sound of applause. And now? Now they’re just taking orders. “One campaign, extra safe. Hold the creativity. Don’t challenge the brief.”
The Golden Era of Problem-Solving Agencies
There used to be something noble about advertising. Not the kind of nobility that gets you medals, but the kind that comes from solving puzzles. You sat in a room full of thinkers, pencils scratching on yellow pads, someone shouting something brilliant in the middle of of the meeting.
They made things like Think Different. They made things like Just Do It. You looked at those campaigns and thought, “Goddamn, someone really cared.”
The client brought a problem, and the agency brought back an idea. And it worked. The work was loud, and people heard it.
Where It All Went Wrong
And Now We Have This
This is what happens when you ask for big ideas but demand small risks. You get dull things. Safe things. Nothing things.
Ideas don’t sparkle anymore. Agencies say yes because it’s easier than saying no.
Everything looks familiar. It’s not creative, it’s recycled. Like last year’s homework turned in again, but with a different name at the top.
Results? Who needs those. They check the boxes. Deliverable? Check. Metrics? Eh, close enough.
Everyone gets paid. No one gets remembered.
Delivering what’s asked isn’t the same as delivering what’s needed.
What Brands Are Missing
When agencies stop solving problems, they leave brands with content that feels transactional. What’s missing is the ability to think strategically, challenge assumptions, and build campaigns that address the why.
Agility Over Bureaucracy Large agencies often move slowly. They’re bogged down by layers of approval and rigid processes. Smaller, specialized teams can be nimble, adapting to client needs and market changes in real-time.
Collaboration Over Compliance True collaboration is a two-way street. It’s not about saying “yes” to every client idea—it’s about pushing back, refining strategies, and creating something greater than the sum of its parts.
Results Over Volume More isn’t better. Brands need content that drives results, whether that’s leads, sales, or brand awareness. A high-performing video or campaign will always trump a dozen mediocre ones.
Agencies that challenge the brief are the ones that create breakthroughs.
The Changing Landscape of Agencies
The shift from problem-solving to order-taking is happening because the industry is prioritizing scale over creativity. But brands aren’t buying it anymore.
Marketers are increasingly turning to specialized teams or boutique agencies that deliver results-driven strategies. Why? Because these teams prioritize connection over compliance, quality over quantity, and bold thinking over safe execution.
This doesn’t mean large agencies don’t have value—they just need to remember what made them indispensable in the first place: their ability to solve problems.
Rethinking Your Agency Partner
If you feel like your agency is simply taking orders, it’s time to reassess:
Are they bringing fresh ideas to the table, or just checking boxes?
Do they challenge assumptions and push for better solutions?
Are they focused on your long-term success, or just delivering what’s asked in the moment?
The best agencies aren’t afraid to tell you what you need, not just what you want.
The Path Forward
Agencies have a choice: continue being order-takers or reclaim their role as problem-solvers. Brands, meanwhile, need to demand more from their partners. Challenge them. Push them to think bigger. Insist on solutions, not just deliverables.
Because at the end of the day, a great agency doesn’t just execute—they transform.
---
Raised Media Co. is a NYC-based video production and commercial photography company. Specializing in creating stunning visuals across all industries worldwide.
Comments