"Small shops aren’t just changing the way brands are presented. They are exposing cracks in big agency operations." Leaner ad agencies are changing the business, says The Big Money. "In the ad business, big agencies rule—but the once-mighty Super Bowl commercial is no longer king. Executives still manage campaigns from the top down and creatives work mostly in-house on TV, radio, and print ads. But small entities such as agencies, creative shops, and production companies are poking holes in a tired model with their flair for digital branding. The 30-second, multimillion-dollar pop no longer suffices."