To a small or mid-sized advertiser, using a local agency has a particular advantage.  In many communities, the larger local agencies are part of the fabric of a local business community.  A local shop can do a lot more than just produce and place communications.  It can introduce an advertiser to important relationships and resources, arrange promotions, and typically has a better relationship with local media, resulting in preferred media packages.

Also, the best work comes from the best relationships.  Working with a neighbor can create a strong working bond, which benefits from face-to-face contact.  When it works it’s like having a cousin in the business.