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This Collective of Boutique Shops Is Looking to Challenge the Holding Company Model

For smaller boutique agencies, it can be difficult to grab the attention of bigger brands and get to work with the likes of Coca-Cola and PepsiCo. Hero Group, a small New York shop, wanted to find a way to help itself and others its size score big clients, so it formed the Hero Collective, a carefully selected group of agencies from different disciplines. "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.
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