Small independent agencies have spent years trying to prove they can compete with holding companies.
Now, they’re becoming the competition holding companies should worry about.
I sat down with Ad Age Executive Editor and leader of the Small Agency Conference & Awards, Judy Pollack, to talk about why indie agencies are partnering up, gaining ground, and earning attention. We also get into what that means for CMOs as they rethink the partners, capabilities, and campaigns required to swoon their audience and stand out amongst their peers.
Great news for small indie agencies: CMOs are finally recognizing the ROI of social-first campaigns. The days of social taking a backseat to TV are shifting – especially when it comes to budget, coverage, or image.
Brands that are always on, live in the DMs, and bring their ethos to life through social-first ideas win with their audiences – and the press. Judy reminds agencies that Ad Age follows the best ideas, whether they’re Super Bowl spots or social executions. Consider that your invitation to pitch Ad Age your top social performers – even if it was a lo-fi effort.
Conscious Minds’ work for Starbucks is a strong example. The Ad Age Small Agency of the Year winner understood the role Starbucks already played in consumers’ lives and built an immersive social presence around that relationship. Pop-culture collaborations, the intern jacket, and the viral limited release of the Bearista cup gave fans new ways to participate in the brand’s world.
Starbucks didn’t force its way into culture. The brand paid attention to the culture already forming around it, then created campaigns that poured cold brew on the enthusiasm.
For years, hiring a small indie agency was seen as a trade-off. A CMO might get more leadership attention and speed, but that would come at the cost of scaling the campaign globally or securing the best placements and partnerships.
That assumption is getting harder to defend. Judy is seeing small agencies succeed with major marketers and receive RFPs that once belonged almost exclusively to holding companies. Half of the latest Ad Age A-List winners were independent, a dramatic change from a decade ago.
A major reason for the rise of indie agencies is their flexible networks that build around client needs. They can bring in a media partner, a social house, or a commerce expert without pretending to house every capability under one roof.
The best part? They can compete without sacrificing what makes indies different: direct access to leadership and cultures the best talent in the industry wants to be a part of.
The trades simply can’t keep tabs on all of the small indie agencies out there. A clear, distinctive identity can help you rise above the noise. Develop a strong positioning statement that communicates who you are, the clients you serve, the work you do, and a point of view that sets you apart. Are you the agency for disruptive brands? Are you known for bold creative that turns heads? Find your niche, own it, and give CMOs a compelling reason to choose you.
Once you’ve sharpened that story, industry awards can help get it in front of publications like Ad Age. Even if you don’t expect to win, submitting each year gives editors a chance to discover your agency, understand what makes it interesting, and keep it on their radar.
Through Judy’s tenure in the industry, she’s noticed one key trait that sets the best CMOs apart: They aren’t waiting for their agencies to introduce them to what’s next. They’re already experimenting, finding new ways to reach consumers, and evolving their marketing practices. What does that mean for agencies? If you’re not being proactive, you’re behind.
And CMOs, when the work is good, let your agency talk about it. Judy understands why brands may hesitate to share campaign details, but coverage from a publication like Ad Age benefits the client too. It can strengthen the CMO’s personal brand and show the CEO, CFO, and other internal leaders that the marketing team chose the right partner and created work worth recognizing. You don’t have to reveal every secret or share exact numbers. Give editors enough information to understand why the work mattered and what it achieved.
Want to hear the full conversation with Judy Pollack?
Catch the episode of Question Everything on YouTube, Apple Podcasts, or Spotify.
Part interview, part therapy, part Price Is Right, the Question Everything podcast puts your favorite CMOs and marketing leaders in the hot seat. While they face off against our game board, you’ll learn from the wins, mistakes, and hard-earned lessons of the best in the business, all daring enough to be curious.
