I was looking over the Ad Age Agency A-List awards and noticed something interesting: the majority are independents.
In fact, the vast majority of the 10 A-List agencies are independent. The majority of the "Agency Standouts" are also independent. This isn't to say that there isn't good working going on in the Holdcos... but wow, the independents are just crushing it!
I think there are a lot of reasons for this:
1. It's been a rough couple of years in the Holdcos
2. In a market where there are fewer large AOR assignments up for grabs, the independents are still bringing passion and enthusiasm to the pitches we run
3. Independents can take risks, go after smaller opportunities, and are living by their wits daily
4. The Holdcos cut a ton of senior talent in the past few years, and there has been a certain "revenge of the ex staffers" playing out as some of these awarded agencies were founded by ex Holdco leaders or received healthy talent infusions from the Holdco castoffs
5. The Holdcos seem distracted by more mergers and agency selloffs
6. The seemingly endless amount of Holdco leadership reorganizations has become a drinking game
Back to the indies being in the spotlight: this is so good for our industry!!!
Now, don't write the Holdcos off. They have immense talent that will shine if the leash is loosened a bit. I, for one, am looking forward to that. Clients will win with more competition. And the indies will get even better.
#4As #cmos Judann Pollack Brian Bonilla Lindsay Rittenhouse
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