Digital advertising agencies are flocking to San Francisco and Brooklyn. Why not Manhattan, the ruler of Wall Street or Silicon Valley, the market leader in tech startups, or Los Angeles, a city brimming with entertainment and media? AdAge calls the “new breed” of agency emerging in Brooklyn, comprised of tech geeks, visual artists and non-traditional advertising pros, the new “capital of creativity” in the digital world. The city’s hip culture and tech entrepreneurs set it apart from corporate Manhattan.
Photo credit: CrainsNewYork.com
Likewise, San Francisco is one of the top cities digital ad agencies choose for their headquarters, perhaps because of its quirky bohemian personality, rising creative scene and tech pros that are able to compete with Silicon Valley. Several companies see San Francisco as a chance to combine creative, digital, advertising, and design into one killer company.
While most larger SF agencies stick with more mainstream business neighborhoods such as the pricey financial district, a handful of the smaller digital shops locate in neighborhoods distinctly outside of the Financial District. Trendy up-and-coming venues such as Hayes Valley, SOMA and North Beach make a hip brand statement in and of themselves, as do the rescue dogs digital agencies routinely welcome into the office. Not being stacked in a corporate high rise fits with an ad agency culture which is accessible, unique and even dog friendly.
Agencies in Brooklyn and San Francisco typically eshew classification as just digital or just advertising – several make documentaries, design websites and apps, pitch reality shows and provide strategic counsel to clients. This new brand of agency is reflected in companies like Propane Studio and Huge, which are located exclusively in both Brooklyn and San Francisco. Agencies like Chemistry Club and TEAK set up shop only in San Francisco, and Area 17 and Big Spaceship only in Brooklyn. These agencies not only share geographical locations, but they also provide specialized services to create inspiring content for their clients.
San Francisco and Brooklyn are practically as pricey as Manhattan, Los Angeles and Silicon Valley. However, emerging agencies believe the value of being in SF or Brooklyn is well worth the price, especially if it means differentiating themselves from the corporate competition.
Photo credit: CrainsNewYork.com
Despite this rapid growth in San Francisco and Brooklyn, digital advertising is predicted to continue its growth in new markets like Philadelphia, further proving that sometimes the best ideas come well outside corporate walls.
Influencers to follow:
AdAge: @adage
Propane Studio: @PropaneStudios
Chemistry Club: @ChemistryClubSF
Area 17: @opticalcortex
HUGE: @hugeinc
PKTechTuesday: @PKTechTuesday