Why look beyond BASIC

BASIC, an agency acquired by DEPT® in 2021, is recognized for its work in brand strategy, digital product development, and e-commerce experiences [source]. While BASIC has established a reputation for creating user-centric digital platforms and engaging brand narratives, prospective clients may consider alternatives for several reasons. Firms might seek agencies with a broader global footprint, deeper specialization in specific industry verticals, or a different creative methodology. Some organizations may prefer an agency with a longer operational history or a distinct portfolio that aligns more closely with their unique strategic objectives, such as extensive traditional advertising capabilities or specialized public relations expertise. Additionally, the scale and structure of an agency network versus an independent firm can influence a client's decision, depending on their need for integrated services across various marketing disciplines.

The selection of a digital partner often depends on factors like project scope, desired creative approach, technological requirements, and geographical reach. Agencies with diverse service offerings, from pure-play digital design to comprehensive global advertising campaigns, present varied options for businesses looking to innovate their digital presence or redefine their brand identity. Exploring alternatives allows clients to compare different strategic perspectives, creative outputs, and operational models to find the best fit for their specific business challenges and growth ambitions.

Top alternatives ranked

  1. 1. R/GA — Digital innovation and brand transformation at scale

    R/GA is a global digital agency known for its integrated approach to design, technology, and marketing. Founded in 1977, R/GA has evolved from a film production company into a full-service agency specializing in digital transformation, product and service design, and brand building [source]. The agency works with a diverse range of enterprise clients, focusing on creating interconnected brand experiences across various touchpoints. R/GA's methodology often involves leveraging emerging technologies to develop innovative solutions, from mobile applications and e-commerce platforms to experiential installations. Their portfolio demonstrates a commitment to combining strategic insights with creative execution to drive measurable business outcomes for their clients.

    R/GA's global presence allows it to serve multinational corporations, offering consistent brand experiences across different markets. The agency emphasizes collaboration and often integrates client teams into the development process. Its expertise spans areas such as content strategy, data analytics, and user experience design, making it a comprehensive alternative for organizations seeking a partner capable of handling complex digital ecosystems and large-scale brand initiatives.

    Best for:

    • Large-scale digital transformation initiatives
    • Integrated brand and product development
    • Innovative use of technology in marketing
    • Global brand experience design

    See the R/GA profile page for more information.

  2. 2. Huge — Experience design and digital product innovation

    Huge is a global experience agency that focuses on digital transformation and customer experience design. Established in 1999, Huge has built a reputation for designing and building digital products, services, and campaigns that prioritize user needs and business objectives [source]. The agency offers a wide range of services, including strategy, design, technology, and marketing, working with clients across various industries, from retail and finance to media and entertainment. Huge's approach is often characterized by its emphasis on data-driven insights and agile development methodologies, aiming to deliver impactful digital solutions efficiently.

    Huge's expertise extends to creating intuitive user interfaces, developing robust e-commerce platforms, and crafting engaging content strategies. The agency often partners with clients to rethink their digital ecosystems, helping them to adapt to evolving market demands and technological advancements. Their work frequently involves complex projects that require a deep understanding of user behavior and a strong capability in front-end and back-end development, positioning them as a strong contender for organizations seeking comprehensive digital product and experience design services.

    Best for:

    • Customer experience strategy and design
    • Digital product and service development
    • E-commerce platform design and optimization
    • Data-driven digital marketing campaigns

    See the Huge profile page for more information.

  3. 3. AKQA — Creative technology and experience innovation

    AKQA is an experience-driven design and communications agency that combines creativity, technology, and innovation to deliver digital solutions. Founded in 1994, AKQA has grown into a global agency with a focus on creating groundbreaking digital products, services, and campaigns for some of the world's most recognized brands [source]. The agency's work often pushes the boundaries of digital interaction, leveraging emerging technologies to create immersive and engaging experiences. AKQA's service offerings include strategic consulting, experience design, content creation, and technology implementation across various platforms.

    AKQA is known for its ability to integrate complex technical solutions with compelling creative concepts, resulting in distinctive digital experiences. The agency works with clients to define their digital vision, develop innovative strategies, and execute sophisticated projects that resonate with target audiences. Their portfolio showcases expertise in areas such as interactive installations, mobile applications, and advanced web platforms, making them a suitable alternative for clients prioritizing cutting-edge digital innovation and high-quality design execution.

    Best for:

    • Innovative digital product and service design
    • Advanced creative technology solutions
    • Experiential marketing and interactive installations
    • Global digital campaigns and brand platforms

    See the AKQA profile page for more information.

  4. 4. Pentagram — Iconic brand identity and design excellence

    Pentagram is a multi-disciplinary design firm known globally for its work in brand identity, graphic design, architecture, and digital product design. Established in 1972, Pentagram operates as a partnership, bringing together designers with diverse expertise to collaborate on projects [source]. While BASIC focuses heavily on digital experiences, Pentagram offers a broader spectrum of design services, often starting with fundamental brand strategy and extending into comprehensive visual systems that span both physical and digital realms. Their work is characterized by a strong emphasis on conceptual rigor and aesthetic quality, often resulting in iconic and enduring designs.

    For clients seeking a partner with a deep legacy in foundational design principles and a reputation for crafting distinctive brand identities, Pentagram offers an alternative perspective. Their digital work often stems from a holistic brand approach, ensuring consistency across all touchpoints. This makes them particularly well-suited for organizations undergoing a complete brand overhaul or those requiring a high degree of design sophistication across multiple mediums, from corporate branding to digital interfaces and environmental graphics.

    Best for:

    • Comprehensive brand identity and strategy
    • High-end graphic design and visual systems
    • Digital product design with a strong aesthetic focus
    • Environmental graphics and experiential design

    See the Pentagram profile page for more information.

  5. 5. Wieden+Kennedy — Culturally impactful creative advertising

    Wieden+Kennedy (W+K) is an independent advertising agency renowned for its creative advertising campaigns and brand storytelling. Founded in 1982, W+K has produced some of the most memorable and culturally significant advertising work for global brands [source]. While BASIC specializes in digital experience design, W+K's primary strength lies in crafting compelling narratives and integrated campaigns that resonate deeply with audiences across traditional and digital media. The agency's approach often involves challenging conventional marketing wisdom to create distinctive and impactful brand communications.

    For clients whose primary need is to develop a strong brand voice, create memorable advertising, and achieve broad cultural relevance, Wieden+Kennedy offers a distinct alternative. While they engage with digital platforms as part of integrated campaigns, their core expertise is in creative strategy and execution that drives brand perception and engagement on a large scale. This makes them ideal for brands looking to make a significant creative statement and influence public discourse through advertising.

    Best for:

    • Creative advertising and brand storytelling
    • Culturally impactful global campaigns
    • Brand strategy and identity development
    • Integrated marketing communications

    See the Wieden+Kennedy profile page for more information.

  6. 6. Ogilvy — Global brand strategy and integrated marketing

    Ogilvy is a global advertising, marketing, and public relations agency with a long history, founded in 1948. Part of the WPP network, Ogilvy provides a comprehensive suite of services including brand strategy, advertising, public relations, digital transformation, and experience design [source]. Unlike BASIC's specialized focus on digital experience, Ogilvy offers a broader, more integrated approach to brand building and communication across all channels. Their extensive global network and diverse expertise allow them to manage complex, multi-market campaigns for large enterprises.

    Clients seeking an agency with deep traditional marketing roots combined with robust digital capabilities, especially for global reach and integrated campaigns, may find Ogilvy a suitable alternative. The agency excels at developing holistic brand strategies that span from foundational messaging to execution across various media, including digital platforms, social media, and traditional advertising. Ogilvy's strength lies in its ability to connect diverse marketing disciplines to create cohesive and impactful brand experiences worldwide.

    Best for:

    • Global brand strategy and advertising
    • Integrated marketing and communications
    • Public relations and reputation management
    • Digital transformation within a full-service context

    See the Ogilvy profile page for more information.

  7. 7. McCann — Integrated global marketing and creative solutions

    McCann is a global advertising agency network, founded in 1902 and part of the Interpublic Group of Companies (IPG). McCann is known for its integrated marketing communications approach, offering services in brand strategy, creative advertising, digital transformation, and media planning [source]. While BASIC specializes in digital product and experience design, McCann provides a broader range of services, often managing large-scale global campaigns that encompass both traditional and digital media. Their focus is on developing compelling creative work that drives brand success and cultural relevance.

    For organizations requiring a comprehensive global marketing partner capable of delivering integrated campaigns across multiple channels and markets, McCann offers a robust alternative. The agency leverages its extensive network and diverse expertise to craft strategic messaging and creative executions that resonate with diverse audiences worldwide. McCann is particularly strong for clients seeking a full-service agency that can handle everything from initial brand strategy to media execution and performance measurement on a global scale.

    Best for:

    • Global integrated marketing campaigns
    • Creative advertising and brand development
    • Multi-channel media planning and buying
    • Digital strategy as part of a broader marketing mix

    See the McCann profile page for more information.

Side-by-side

Feature BASIC R/GA Huge AKQA Pentagram Wieden+Kennedy Ogilvy McCann
Founded 2004 1977 1999 1994 1972 1982 1948 1902
Primary Focus Digital Experience Design Digital Transformation, Product Design Experience Design, Digital Products Creative Technology, Experience Innovation Brand Identity, Multi-disciplinary Design Creative Advertising, Brand Storytelling Global Brand Strategy, Integrated Marketing Integrated Global Marketing, Creative
Global Reach Limited (DEPT® network) Extensive Extensive Extensive Moderate Moderate Extensive Extensive
Key Services Brand strategy, e-commerce, digital products Digital strategy, product design, marketing UX/UI, digital platforms, content strategy Innovation, creative tech, digital campaigns Branding, graphic design, digital design Advertising campaigns, brand comms, media PR, advertising, digital, consulting Advertising, media, PR, digital strategy
Parent Company / Network DEPT® IPG IPG WPP Independent Partnership Independent WPP IPG
Ideal Client Size Mid-market to Enterprise Enterprise Enterprise Enterprise Mid-market to Enterprise Enterprise Enterprise Enterprise

How to pick

Selecting the right agency depends on your specific business objectives, project scope, and desired partnership model. When evaluating alternatives to BASIC, consider the following decision-tree style guidance:

  1. Define Your Core Need:

    • Is your primary goal cutting-edge digital product or service innovation and experience design?
      • Consider R/GA for large-scale digital transformation and integrated product development.
      • Consider Huge for deep expertise in customer experience strategy and digital product design.
      • Consider AKQA for innovative creative technology solutions and experiential design.
    • Are you focused on a comprehensive brand overhaul or iconic visual identity across all mediums?
      • Consider Pentagram for multi-disciplinary design excellence and foundational brand identity.
    • Do you require culturally impactful creative advertising and brand storytelling?
      • Consider Wieden+Kennedy for distinctive creative campaigns and strong brand voice.
    • Do you need integrated global marketing, advertising, and PR services?
      • Consider Ogilvy for extensive global reach and integrated brand strategy, PR, and digital.
      • Consider McCann for global integrated marketing campaigns and creative solutions across channels.

  2. Evaluate Scale and Global Reach:

    • If your project requires extensive global coordination and multi-market campaigns, agencies within large networks like R/GA (IPG), Huge (IPG), AKQA (WPP), Ogilvy (WPP), or McCann (IPG) may offer the necessary infrastructure and geographical presence.
    • For projects with a strong focus on design excellence but potentially less emphasis on global campaign execution, independent firms like Pentagram or Wieden+Kennedy might be more suitable.

  3. Consider Creative and Strategic Methodology:

    • If you value a data-driven, agile approach to digital product development, Huge or R/GA could align well.
    • If your priority is groundbreaking creative technology and pushing design boundaries, AKQA may be a strong fit.
    • For a focus on deep conceptual design and enduring visual systems, Pentagram offers a distinct perspective.
    • If your brand needs a powerful, emotionally resonant narrative and advertising, Wieden+Kennedy excels in this area.
    • For a holistic, integrated approach that spans traditional and digital marketing, Ogilvy and McCann provide comprehensive solutions.

  4. Assess Industry Specialization and Portfolio:

    • Review each agency's portfolio for past work in your specific industry or with similar types of challenges. While all listed agencies work across sectors, some may have a deeper track record in areas relevant to your business (e.g., e-commerce, luxury, technology).
    • Look for case studies that demonstrate measurable outcomes and a clear understanding of the business impact of their work.

  5. Budget and Partnership Model:

    • Large global agencies typically command higher fees due to their extensive resources and expertise. Ensure your budget aligns with the scale of the agency you are considering.
    • Determine if you prefer a highly collaborative, embedded team model or a more traditional client-agency relationship. Some agencies are known for deep client integration, while others operate with more distinct separation.

By systematically evaluating these factors, you can narrow down the alternatives and select an agency that best meets your strategic goals and operational preferences.