Five Questions with The Specialists founder, Dan Consiglio.

What makes The Specialists different from other advertising agencies?

Well, first of all, we don’t claim to be everything to everyone. Any agency that does is either lying or passing on enormous overhead costs to their clients. We are a select group of award winning creatives, account planners and strategists — there’s absolutely no bloat, overstaffing, overcharging or BS. An account that most agencies staff with 12 people, we can staff with 6. How? Because we’re really good at what we do and because the account never needed 12 people to begin with.

How does The Specialists’ independent status benefit clients?

In a couple big ways. First of all, we aren’t a signatory to any talent unions, so we can create much more content for our clients across all media channels, for far less cost. Secondly, we aren’t owned by some big holding company, so we don’t have to build an extra 20-30% into our costs to satisfy something the client really never notices or benefits from. 

What do you think about the explosion of data and analytics in advertising?

Everything in moderation, right? I mean, I think data is fantastic if it can get a more exact message to a more exact place at a more exact time. But data still can’t describe a gut feeling, instinct, or a secret you don’t share with anyone. It’s our job to make the message connect with living, breathing humans — data can help put us in the best place to succeed.

What about the explosion of new media channels?

A lot more people have microphones these days, that’s for sure. Kids on youtube make a lot of money playing video games and sharing makeup routines. But we’re also generating a lot more noise, too. I don’t believe brands should rush to every new channel just because there are a lot of eyeballs there. You have to figure out where you can make the biggest impact for your budget, and then focus. And you have to pick channels where you can actually bring your brand to life. Otherwise, it’s like walking around with a sandwich board — you’ll get some clicks but nothing sticky.

If you weren’t in advertising, what would you be doing?

I wouldn’t be answering these five questions. I’d probably be a dog-walker. I like dogs and walking.