Micro Agencies: The Middle Ground Between Agency and Freelancing
David Wippel
Digital projects are complex today: automation, performance, SEO, UX, accessibility, content - everything is interconnected. No one can do it all, but one person alone isn't enough. This is where the dilemma begins.
Two Paths, One Gap
Agencies promise full-service. In practice, this means:
Standardized processes
Breadth over depth
Junior-heavy teams
Overhead that must be paid for
Freelancers offer specialization. With all the consequences:
Direct collaboration
Core expertise
Limited capacity
Focus on one discipline
No backup security
If your freelancer leaves tomorrow, you're stuck. Especially now, with many switching to permanent positions because the project situation no longer fits, this risk becomes concrete.
The Reality of Most Projects
Typical digital budgets in medium-sized businesses: 10,000 to 50,000 euros. Too small for comprehensive agency support, too complex for individual freelancers.
These projects need:
Experienced implementation without overhead
Broad understanding without full-service claims
Continuity without rigid structures
A Market Adaptation
That's why micro agencies are emerging. 3-5 experienced professionals who combine the best of both worlds - not from marketing considerations, but out of necessity.
The model works because it fits:
Core expertise plus peripheral vision
Direct collaboration at eye level
Backup security through overlapping competencies
Scalable without unnecessary complexity
Looking Forward
The market continues to evolve. Agencies are experimenting with lean units. Freelancers are joining together in networks.
Projects in medium-sized businesses need neither full-service agencies nor solo players. They need flexible, experienced teams that combine continuity and expertise.