As the IMAA spruiks new growth opportunities, why are brands currently choosing indie agencies?
Trust and transparency are traditional factors when choosing to go with an independent agency, but now indies are pushing innovation and agility, as barriers to buying media are falling. Mumbrella’s Zanda Wilson spoke with a handful of brands about why they choose indies, and the IMAA’s Sam Buchanan about how the organisation is helping level the playing field between indies and the big end of town.
When choosing between independent media agencies and larger or multi-nationals agencies, brands have traditionally needed to make a decision on a pretty straightforward proposition.
By virtue of their size, larger agencies can generally buy cheaper because they buy at scale. They also have access to a large amount of inventory. As a result, working with indies has typically been more expensive. The traditional argument for indies is that agencies provide a more hands-on approach, and more touchpoints with those running the agency. You don’t just get pushed to the second team once the first team has won the pitch.
These are all generalisations to some extent, of course.
