Ad Age’s Judy Pollack: Small Agencies and Cupcakes

 

On Eat In or Dine Out, the Executive Editor of Ad Age tells HATCH CEO & Founder Jennifer Harrington why small agencies are having a moment.

 

Small agencies are on the rise. Don’t take our word for it — take Judy Pollack’s. On the newest episode of Eat In or Dine Out, the Executive Editor of Ad Age tells HATCH’s Jen Harrington what she sees happening in the industry today:

🧁 Small, independent agencies are holding their own against the industry’s biggest players by staying nimble and creative.

🧁 The “Hollywood model” — agencies assembling teams of specialized freelancers for each project — is growing exponentially.

🧁 The just-launched Ad Age Small Agency Network is giving like-minded small agencies across the country a new way to connect and learn.

 

Watch the episode, then let us know: Do you see these trends continuing in 2026?

 

P.S. Don’t forget to follow HATCH on LinkedIn to catch upcoming episodes!

 

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TRANSCRIPT 

 

Eat In or Dine Out: Episode with Judy Pollock of Ad Age

Jen:Hi, I’m Jen Harrington, and this is Eat In or Dine Out — the show where we talk with agency pros, brand marketers, and industry leaders about the ever-timely topic of talent.

Look at that. I impressed myself with that intro. Wow.

Today’s guest is the amazing Judy Pollock, who has been at Ad Age for… well, long enough to basically have held every title on the masthead.

Judy: That’s pretty accurate. I started as an editorial assistant and I’m now Executive Editor. In between I was Chicago Bureau Chief, International Editor… honestly, I don’t remember half the roles. I probably cleaned the bathrooms at some point.

Jen: So it’s fair to say you know a thing or two about agencies and what’s happening in the industry at large.

Judy: I should hope so.

 

Eat In or Dine Out?

Jen: All right, Judy. You know the premise. “Eating in” means talking about in-house teams. “Dining out” is all about agencies. So… should we eat in or dine out?

Judy: Just being in a kitchen gives me a cold sweat. I don’t cook. So definitely dine out.

Jen: Dine out it is! And because we’re celebrating, we have Magnolia Bakery treats — fitting, because they’re small (like my favorite small agencies) and because Magnolia is right across the street from Judy’s office.

 

Why Ad Age Bet Big on Small Agencies

Jen: You helped pioneer the Ad Age Small Agency Awards. What made you see that opportunity?

Judy:
It actually started with one of our reporters. She kept saying, “The best work is coming from small agencies — and no one’s recognizing it.” So we launched the awards, then the conference, and now it’s huge. Last year we had 500 people.

Jen: I love that you’ve built a real community around it — a place for small agencies to learn from each other.

Judy: Yes, and we’re expanding that with a year-round Small Agency Network. Owners share everything — challenges, talent issues, new ideas. I’ve never seen collaboration like this.

 

Why Big Brands Are Turning to Small Agencies

Jen: There’s been so much talk about big brands working more with small shops. What’s driving that shift?

Judy: Capabilities have expanded, and small agencies are incredibly creative. There are fewer layers, faster approvals, and you get senior attention you’re never going to get from an IPG-level network.

Cost is also a factor. Procter & Gamble has sponsored our conference for years — they come specifically to meet small agencies, and many got work that way.

Jen: That’s amazing.

Judy: You’re not going to win L’Oreal’s global account — but brands are open to small-agency talent in a way they weren’t 10 years ago.

 

The Rise of the “Hollywood Model”

Jen: Let’s talk about something we’re all seeing: the Hollywood model. Core team + vetted freelancers + flexible partners. How are small agencies navigating that?

Judy: When we started the Small Agency Conference, everything was traditional. Now? The Hollywood model is exploding. Most work is project-based, and assembling teams per project just makes sense.

 

How Brands Are Evaluating Agencies Now

Jen: Are you seeing clients evaluate agencies differently when outsourcing?

Judy: Yes — especially because project work has taken over. Smart agencies are shifting to value-based or outcome-based pricing. No one wants marketing to be seen as a cost center — there’s real value there, and agencies are starting to confidently advocate for it.

Jen: That’s why Ad Age is so helpful — you give agencies and clients shared language, shared context, and a space to explore new models.

Judy: Exactly. Our whole mission is to help people do their jobs better.

 

Shameless Plug

Jen: All right, Judy — shameless plug time.

Judy: You don’t want to get me started on small agencies! But since you asked:
The Small Agency Conference is my passion project. It’s fun, collaborative, packed with great speakers, and absolutely not a stuffy conference. People challenge each other, share real issues, and genuinely support one another.

And now we’ve launched the Small Agency Network — WhatsApp groups, meetups, special content, year-round programming. It’s been incredible.

Jen: A huge thank you to the lovely Judy Pollock for joining us and sharing insight into the trends reshaping agency life today.

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