Chris Wall, vice chairman-creative at ad agency giant Ogilvy, New York, recently said: "For small shops, the challenge is how to scale. Big brands do big things.... It is easier for us to get small than for somebody small to get big." Wall said that in context of what Ad Age described as retrofitting "a hulking beast of a company to compete in an increasingly media-neutral world, in which lean one- or two-office shops are beating their bigger brethren." Beyond this Ogilvy example, is it really easier for big companies to get small than for small to get big?