In Episode 58 of the DesignRush Podcast, I got into high-stakes branding with David Gaz, founder of The Bureau of Small Projects.
David shares practical insights on how smaller agencies can punch above their weight and land major clients like Bill Nye the Science Guy, Stanford University, and Switzerland (yup, the actual country!).
Here’s an overview of our discussion:
- Why being exceptionally skilled is non-negotiable when competing for Fortune 500 clients
- The power of a clear, articulated strategy that sets agencies apart from the competition
- Why big brands care about real business outcomes (ROAS), not just clicks
Who is David Gaz?
David is the brains behind The Bureau of Small Projects, an agency that’s known for delivering the same marketing and branding firepower as Fortune 500 giants but with a focus on small businesses, startups, and nonprofits. His agency has worked with renowned clients like Dr. Pimple Popper, The Planetary Society, and The Food Network. His approach taps into years of high-level experience to help smaller brands create a big impact. David is also the director of the critically acclaimed documentary "Kindness Is Contagious" and has received numerous accolades in advertising, photography, and film.
“If you want to make that jump, you’ve got to be extremely good at what you do. And then, the rest is about getting their attention — winning awards, doing high-profile projects,” says Gaz.
For small agencies, it’s not about being the biggest player, but about using your strengths strategically.
Think of it like a race: big brands might be driving massive trucks, but smaller agencies are the sports cars — agile, fast, and able to navigate sharp turns with ease and precision.
You can win by leaning into your agility, specialization, and innovation.
Research shows that smaller agencies often land clients by being more focused and efficient than their larger counterparts. Big brands may have more resources, but it’s not always about size; it’s about knowing how to use your tools effectively.
Focusing on a specific niche and building a portfolio that demonstrates your expertise is the way smaller agencies carve out their place in competitive markets.
By mastering one thing exceptionally well, you can stand out, offering something unique that big agencies often overlook.
The Power of a Strong Strategy
“What makes big brands successful is strategy. They articulate very well what makes them different and better than their competitors. That’s the key to everything — if you can do that, the rest is easy,” Gaz explains.
Successful branding goes far beyond logos or design elements: it’s about understanding what genuinely sets you apart.
As David Gaz says, "Smaller agencies tend to think branding is just a logo or color scheme. But real success comes from strategy — knowing what makes you unique and leveraging that to rise above the competition."
Kantar’s research supports this, showing that companies with clear brand differentiation see greater market success and stronger consumer loyalty.
For smaller agencies, this means crafting a strategy that highlights their unique strengths and positions themselves as experts in their niche.
It's not just about looking good — it’s about communicating a value that’s distinct and strategically targeted.
Metrics that Matter: Return on Ad Spend (ROAS)
Gaz makes it clear: return on ad spend (ROAS) is where the rubber meets the road.
"Clients don’t just want clicks; they want business. You have to look at the ads, the website, the landing pages, and constantly optimize to convert clicks into customers."
Think of it like running a marathon — you don’t win by just showing up at the starting line. You have to keep pushing, monitoring your pace, adjusting your stride, and making sure you’re headed toward the finish line.
A strong ROAS, like a 6.5:1 ratio in TV or eCommerce, shows that your efforts aren’t just getting people through the door, but driving them to make a purchase.
Catch the full conversation with David Gaz over on Spotify:
Success means constant optimization. Every landing page, every ad, and every interaction must be tuned to drive real business outcomes. That’s what separates a project that just “does okay” from one that actually delivers.
As Gaz sums it up perfectly: "It’s not about being better at everything. It’s about being the best fit for your target audience."
In a recent DesignRush Podcast episode, Andy Willers, co-founder of Favoured, reveals how focusing on a specific niche in TikTok advertising helped them secure a major client like Durex:
Just like evolution, it’s not about being the biggest or strongest, but about being the right fit.
For agencies, that means knowing where you excel, creating a targeted strategy, and relentlessly optimizing for results that matter.
David’s core advice? Be excellent at what you do, strategically differentiate your brand, and keep your eye on real, measurable outcomes.
This is the secret sauce to thriving, whether you’re a scrappy agency or an up-and-coming brand.
