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.
As the IMAA spruiks new growth opportunities, why are brands currently choosing indie agencies?
