The question of whether an agency should position itself as a ‘specialist’ or as a ‘generalist’ remains something of a conundrum. There is a dilemma for growing agencies – it is a mistake to be too broad/undefined in approach (no USP – just a design firm like others) but it can also be a mistake to be too specialised (cannot afford to rule out potential business). An agency that specialises can be perceived as having real expertise and knowledge in its field, yet maybe a narrow offering. An agency that offers a broad range of integrated skills and disciplines can...