“We think the agency model of the future is a collection of small ones who have varied skill sets that can work collaboratively without necessarily adhering to some of the bureaucracy that governs quarterly economic earning targets that somewhat stifle creativity and objectivity when it comes to bringing the best ideas forward,” Hero Group CEO Joseph Anthony said.
Hero Collective is an extension of the agency’s desire to help smaller boutique shops get some major attention and “dispel stereotypes about size really mattering in marketing anymore,” Anthony said. “Big agencies don’t have a monopoly on big ideas.”
With that idea in mind, Hero Collective was born. At its core the collective is a network of boutique agencies and startups vetted by Hero Group. The hope is it will take some of the work on the part of brands out of searching for reliable, smaller shops.
“If we can do some of that heavy lifting and use the credibility that we are creating, then it helps drive the economy and drive innovation at the small-business level where it typically begins,” Anthony said.