The question “what happens when brands stop advertising?” might seem academic until you see the actual numbers. Left Hand Agency shared an ANA Magazine article that quantifies the damage — mental availability plummets, brand equity evaporates, and sales follow suit faster than most executives realize. Meanwhile, they’re also making the case for LinkedIn as CPG’s secret weapon, particularly for high-consideration wellness and personal care products. Turns out B2B platforms work just fine when your B2C customers are decision-makers with disposable income. These aren’t theoretical discussions anymore — they’re survival guides from Indie Agency News members who’ve seen what works and what catastrophically doesn’t.
🌐 Websites That Actually Converse
The end of click-and-hunt navigation
Graybox just introduced NLWeb — essentially making websites conversational and AI-agent friendly. Instead of clicking through navigation menus, users can simply ask questions and get answers. It’s the kind of fundamental shift that makes current web design feel suddenly antiquated.
🎨 Reintroduction Over Reinvention
When brands need relevance, not plastic surgery
Party Land understood that JanSport didn’t need reinventing — it needed reintroducing to Gen Z. The campaign focused on giving the brand relevance without sacrificing its cultural credibility, creating content worth sharing rather than forcing viral moments.
Kollectiff partnered with Goodby Silverstein & Partners (we’ll let this non-indie slide since Jeff and Rich are good people) to create The Other Hand campaign for Cheetos, proving that creative tech can have a winning edge when it’s grounded in genuine insight.
📈 The Numbers Game
When metrics meet meaning
Reach Agency drove over 3 billion views on TikTok in 2024, earning official TikTok Creative Partner status after 13 years of boundary-pushing work. It’s the kind of milestone that validates creative risk-taking at scale.
Five by Five Global posed a question worth boardroom contemplation: why don’t more marketers become CEOs? It’s the career trajectory question that challenges traditional C-suite assumptions.
📊 Research That Actually Helps
Data for nonprofits and product designers alike
DELVE just released their 2025 Digital Fundraising Report, developed in collaboration with BuildGood and Greater Good Charities. Thanks to Mike Duerksen and Sydney Collier for leading sessions that promise energizing insights rather than the usual dry statistics.
Cactus created custom 3D animations for Plano Molding Company’s iconic Stowaway redesign, showing how technical product features can become adventure-packed narratives when creativity meets craft.
🎯 Strategic Clarity in Complex Times
From brand evolution to media wisdom
FUSE Create is hosting a morning session on June 4th about “Rebranding Brand” — addressing how our interactions with brands have fundamentally shifted. Jon Crowley will lead what promises to be an eye-opening discussion about strategy’s future.
based.marketing created a visual breakdown demonstrating why not all media partners are created equal, pushing back against the tendency to treat media buying as just another line item. Their chart shows exactly why strategic partnership selection matters more than bulk buying power.
White Rabbit Group showcased Adam Weil’s dual role as Director of Partnerships and partner, demonstrating how business development and strategic direction converge when done right.
🎪 Recognition and Reinvention
Awards that mean something
The Gerety Awards announced their LA jury insights session for June 9th, where jurors will discuss trends and favorite campaigns from 2025. The session promises to define the global shortlist while offering rare glimpses into what makes campaigns jury-worthy.
Legal+Creative | Toerek Law continues conducting podcast interviews, demonstrating how legal firms are becoming thought leaders rather than just service providers.
🚀 The Transformation Conversation
Indies tackling the big shifts head-on
Chameleon Collective is addressing insurance industry transformation with founder Freddie Laker noting the conversation has shifted from “if change is needed” to “how to lead it.” It’s the kind of evolution that separates agencies waiting for disruption from those creating it.
WorkInProgress proved quick-service creativity with their Domino’s emergency response, while Erich & Kallman celebrated two Effies — proof that effectiveness and entertainment aren’t mutually exclusive.
SRH shared their latest dispatch on creative evolution, Zambezi celebrated another day at the office, Karsh Hagan pushed strategic boundaries, and OBERLAND reminded everyone that size doesn’t determine impact — each in their own distinctive way.
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