But it's better if you own the satellites," he added, "because what's to keep an Ogilvy client from going directly to one of the creative shops?

"I think clients are looking for smaller, creative shops that will give them personal attention," Ms. Borejko said.

Shopping Two areas outside the usual downtown shopping district offer an array of small, creative shops that are worth an afternoon of browsing.

Many creative shops added planning departments, helping propel them from boutique to agency, and picking up national accounts along the way.

This is the second merger in recent weeks of a small, creative shop into a large advertising company.

Very quickly, a creative shop can turn into a tired (albeit financially successful) agency.

I.B.M.'s recent experience and its current approach may hold lessons for other large companies worried about the potential instability of small, creative shops.

"My sense of it is, quite simply, that we get the personalized strategic attention of the principals of a small, creative shop."

Jellyfish Labs was established when Vischer decided to start over with a new creative shop, where his latest ideas could be produced.

"The time is right for small creative shops to emerge," he said, and he found his partners in immediate agreement.