The indie agency world just served up a buffet of wins, warnings, and “wait, what?” moments. Highdive scored an Emmy nomination for their State Farm “Batman vs. Bateman” spot (because nothing says insurance like superhero-accountant face-offs), while Special U.S. also joined the Emmy party with their own nod. Meanwhile, Joybyte decided everyone needed to know about Crumbl’s $24M lawsuit situation—presumably so we can all avoid similar cookie-related litigation.
Speaking of unexpected pairings, Indie Agency News members continue to prove that creativity knows no bounds—or budgets, or conventional wisdom.
🏆 Hardware Season
When the industry’s shiniest objects come calling
Highdive isn’t just celebrating one Emmy nod—they’re going full Colonel Sanders. Their new KFC campaign brings back a serious, obsession-driven version of the brand’s iconic founder. As they put it: “The Colonel didn’t just make chicken – he obsessed over every detail until it was perfect.” The campaign honors that pursuit with the kind of craft that apparently catches Emmy voters’ attention too.
Special U.S. joined the Emmy celebration with their own nomination, proving that the indie world continues to punch above its weight class when it comes to prestige recognition. No words needed, just “very very big amounts of joy” according to their team.
CYLNDR Studios took home Gold at the New York Festivals Advertising & AI competition for their Duke Lemur Center short film. The kicker? They created it entirely with generative AI to avoid stressing actual lemurs—ethical innovation at its finest.
🎭 Creative Chaos Theory
When repetition becomes art and cowboys conquer culture
TiNY created what might be the most meta campaign of the year—nine identical ads that somehow aren’t identical at all. Their Avantis Investors work proves that sometimes the best way to stand out is to multiply yourself.
Another Thing launched Mike’s Hot Honey’s first-ever campaign with the tagline “You’re not stoned. It’s just that good.” Because sometimes the best marketing acknowledges what everyone’s already thinking.
Pereira O’Dell dropped a 60-page culture report titled “It’s All a Western to Me,” exploring how country culture has shaped all of American culture. In an era where the American Dream feels broken, apparently we’re all reaching for our metaphorical cowboy hats.
📊 Data Drops & Strategic Shifts
Numbers that make C-suites sit up straight
Agency SOS compiled 93 campaigns that caught their eye in the first half of 2025—a massive roundup that serves as both inspiration and intimidation for anyone trying to break through the noise.
Response Media served up hard truths about the modern CMO role: 40% of brands are raising data-marketing budgets while 49% of executives feel intense pressure to prove ROI. The message? Today’s marketing leaders need “a data brain and a storyteller’s heart.”
Klick analyzed 200+ FDA rejection letters with AI to help pharma companies turn regulatory setbacks into competitive advantages. Because sometimes “no” is just the beginning of a better strategy.
🍔 Culinary Passports & Flavor Obsessions
When food becomes the universal language
DNY brought musical theater to the dairy aisle with their new Lactaid campaign featuring the earworm “La La Lactaid.” Seven years into their partnership, they’re proving that even lactose intolerance can be catchy.
Quench Agency identified “Culinary Passports” as one of 14 trends in their 2025 Food & Beverage report, noting how younger consumers explore the world through their plates. They’re also tracking RFK Jr.’s push to ban synthetic food dyes, calling it “not just a compliance shift, it’s a branding opportunity.”
GYK celebrated the return of the Harpoon x L.L.Bean collaboration beer, complete with a release party featuring the iconic Bootmobile. Because nothing says “Maine” like craft beer served from a giant boot.
🚀 Transformation Station
Rebrands, renames, and radical pivots
EVOQ Group emerged from TBA Worldwide, announcing their evolution with a new name and renewed focus. Sometimes you need more than a rebrand—you need a complete metamorphosis.
Cornett unveiled their refreshed identity with a promise that cuts straight to the chase: “Sharper look. Smarter approach. Deeper bench. Same wild ambition to help brands outcompete and own more of the market.” The rebrand emphasizes their growth-focused philosophy with a simple directive: “Let’s grow.”
Iris helped California Pizza Kitchen execute a fake “midlife crisis” rebrand that sparked millions of impressions and reignited brand love across social-first fans. The strategy? “Lean into what made the brand real—not just pizza, but personality.”
Young & Laramore challenged pickleball prejudice with their Paddletek campaign asserting it’s “Not a Real Sport”—using reverse psychology to highlight the raw power and intensity real players bring to every match.
🎯 The Business of Being Bold
Legal moves, strategic plays, and industry insights
Davis+Gilbert LLP broke down the Eighth Circuit’s decision to vacate the FTC’s Negative Option Rule, changing the compliance picture for subscription-based businesses. The FTC can still seek civil penalties over $53,000 for violations—so maybe read the fine print.
Chameleon Collective reported that 80% of their executive searches come from repeat clients, particularly private equity firms. Their 99% client satisfaction rate suggests they’ve cracked the code on finding marketing leaders who “actually move the needle.”
POKE THE BEAR™ shared the story behind the SEC’s “It Just Means More” platform in The New York Times, proving that sometimes the best taglines are the ones that feel inevitable.
🌟 Star Power & Cultural Capital
When talent meets opportunity
Need Pastel celebrated seeing Bad Bunny wearing CNTRA, a brand started by their own Adrian Hernandez. The agency’s pride in pushing culture forward extends from Cannes to the streets of Puerto Rico.
VaynerMedia examined what makes creative work actually work, while also celebrating H&R Block’s 70 years of “showing up with help and heart.” Sometimes longevity is the ultimate flex.
David&Goliath launched Kia’s 2026 Sportage campaign with episodic storytelling and Steve Miller Band soundtrack, because sometimes the journey really is more important than the destination.
🔮 Future Forward
What’s next in the indie universe
Brandon called out the healthcare industry for its “anti-aging” obsession, noting that 73% of aging consumers say preventive care is very important. Their advice? “Stop selling fear. Start selling freedom.”
DNY‘s Chief Strategy Officer Matt Baker dropped truth bombs about how algorithms and AI are reshaping brand building: “Your next creative brief might not be written for a person; it might be written for the system that decides what that person sees.”
Portland State University – School of Business showcased their Portland MBA students touring local businesses to explore hyper-local economies, proving that sometimes the best business education happens outside the classroom.
Ready to join the movement? Indie Agency News connects over 280 independent shops worldwide. Learn more about membership at indieagency.news/join.
- About the Author
- Latest Posts
