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In a nutshell: Large agency teams incur fixed costs that are incurred regardless of actual workload—this so-called “bureaucratic overhead” is passed on to clients through hourly rates and flat fees. Gestaltung unserer Tage (G U T), an advertising agency based in Nuremberg and Hersbruck, relies instead on a small core team plus a network of specialized freelancers and partner agencies that is assembled on a project-by-project basis. The result: precisely tailored expertise instead of paying for idle time.
“Aren’t you a little too small for our project?” We get asked this question every now and then—usually right at the start of an initial meeting. It’s time to set the record straight.
The Calculation Nobody Does
Let’s imagine for a moment that we were to hire ten full-time employees. Then these ten people would have to be kept just as busy as our current team—every month—regardless of whether we have three major projects underway or just one.
What happens during the slower periods? The overhead remains the same—and it’s the clients who foot the bill. Whether through higher hourly rates, inflated project timelines, or flat fees that must also cover the staff’s idle time: In the end, the client helps pay for the entire operation, not just for the work actually performed.
The market confirms this
A look at the applications we’ve received recently paints a clear picture: Large agencies are downsizing rather than hiring. The bloated bureaucracy that was once considered a mark of quality is increasingly becoming a cost trap in a dynamic market. It’s becoming increasingly difficult to fully utilize rigid structures with high fixed costs—projects are becoming shorter-term, budgets more flexible, and requirements more specialized.
Large teams are no longer appropriate in this environment.
Our Model: A Solid Core, a Strong Network
Instead of maintaining a permanent staff, we work with a small, well-coordinated core team and a network of trusted freelancers and partner agencies, each of which specializes in their respective fields.
The result: For every project, we bring in the specialist who is best suited for the specific task—rather than relying on the skills that happen to be available internally at the time. No hodgepodge of generalists, but rather precise expertise, paid for only when it’s needed.
Beware of deceptive packaging
Something that’s rarely spoken about openly in the industry: Not every agency that appears to be large actually is. There are certainly cases where team photos on the website are padded with half the agency’s social circle to give the illusion of size. Or cases where internal idea contests are held among interns to pitch the freshest concepts to clients—without the actual creators receiving any credit for them.
We do things differently: honestly and transparently. We actively plan and coordinate our capacity, have a reliable network of partners, and communicate openly and clearly about who is working on a project and why.
Size is our strength, not our weakness
By 2026, the question shouldn’t be, “How many people work in your office?” but rather, “Will I get the right expertise for my project, at a fair price, without having to help pay for a bureaucracy I don’t even need?”
That is exactly our goal—and that is precisely why our size is not a disadvantage, but rather the reason we can deliver results instead of just managing things.
Frequently Asked Questions
Is a small advertising agency suitable for larger projects?
Yes. What matters is not the number of full-time employees, but access to the right specialists. A small core team backed by a strong network of freelancers and partner agencies can scale projects flexibly without incurring ongoing fixed costs.
Why isn’t a large agency team automatically a sign of quality?
A large team must be kept fully utilized at all times—regardless of the actual project volume. These fixed costs are factored into prices through hourly rates or flat fees. Customers then end up paying for downtime as well, not just for the work performed.
How can you tell if an agency is being realistic about the size of its team?
It’s worth asking: Who exactly is working on the project, and what is the ratio of full-time staff to external partners? Transparent agencies disclose who is carrying out a project and why that team was chosen.
What is the philosophy behind “Gestaltung unserer Tage” (G U T)?
G U T works with a small, dedicated core team and a network of specialized freelancers and partner agencies. For each project, the most suitable expert is brought on board—with clear, transparent communication with the client.
