Three separate agencies landed on Adweek’s Fastest-Growing list this week, while five more earned spots on The Drum’s Indie Agency 100 – the kind of industry validation that arrives when talent, strategy, and execution align during what feels like a particularly fertile moment for independent thinking. Meanwhile, the work itself is generating its own headlines, from International Emmy recognition to campaigns that suggest everyday objects might reveal hidden brand logic.
What emerges from this week’s Indie Agency News member updates is a picture of sustained momentum rather than isolated wins. Agencies are growing consistently (not just once), strategic talent is choosing indie leadership roles over network positions, and the creative output is sophisticated enough to earn serious critical attention. Plus, there’s some genuinely intriguing strategic thinking about platform mechanics, media buying philosophy, and the psychology of familiar shapes.
🏆 When growth becomes a pattern
Three agencies earned spots on Adweek’s Fastest-Growing Agencies list: Saylor secured #5 for the second consecutive year, with founder Will Trowbridge noting that growing teams and operations “takes daily grit and perseverance” behind what he calls their “dynamite crew” (the agency posted 350% growth while expanding relationships with Paramount+, Amazon Studios, and Disney while attracting new clients like Hulu, Tubi, and Star Trek), Familiar Creatures earned their second consecutive recognition claiming the title of third-fastest in the Southeast, and Craft & Commerce rounded out the representation with their own spot on the list.
Five agencies earned spots on The Drum’s Indie Agency 100: Corner Table Creative (noting “the time is now for independent agencies”), Cactus (calling it “a big win” and testament to their team’s talent), Quality Meats Creative (noting the recognition is “clearly based on our work”), Öpınıonated (agreeing that “independent agencies are indeed having a moment”), and Erich & Kallman (describing it as “a testament to what independent agencies can do when they bring heart and hustle”).
🎯 Strategic talent chooses indie leadership
Oberland made waves by promoting Monica Taylor to Executive Creative Director, a move that highlights a serious creative pedigree, choosing indie leadership. Taylor’s track record includes leading creative for Target & Starbucks at Wieden + Kennedy, earning a Cannes Grand Prix for Nike’s “Tag” campaign, creating Monster.com’s memorable Super Bowl spot at MullenLowe, and most recently helping e.l.f. Beauty win Silver at Cannes for the “So Many Dicks” campaign. Oberland positions the promotion as part of “shaping the next era of fearless, culture-making work.”
Two Things welcomed Julie Levin as Head of Partnerships after what they described as an “exhaustive search” for someone with experience across technology, media, and sports. The 8-year-old agency positions itself as “a creative answer to the kinds of assignments that management consultancies typically get,” working with clients like Brookfield Properties, Unity, Converse, Arc’teryx Equipment, and The North Face.
🎨 Creative work earns serious recognition
Special U.S. earned International Emmy recognition for best commercial 2025, with the team expressing genuine surprise that “it is real” while thanking the International Academy of Television Arts & Sciences for the honor.
Rethink launched a global Heinz campaign that poses a provocative question: are fry containers around the world coincidentally shaped like the Heinz Keystone, or is there something more intentional happening? The “Look Familiar” campaign suggests that when it comes to fries, the connection isn’t accidental.
Special U.S. also unveiled Bumble’s new “For the Love of Love” brand platform, positioning love as “a whole language” expressed through touch, sight, and unspoken exchange. The campaign aims to remind users of “the love we have to give” and “the joy that comes from giving it,” earning coverage from ADWEEK for its approach to combating swipe fatigue through timeless romance.
📊 Strategic thinking gets specific
Giant Spoon introduced “The Stir,” a bi-weekly newsletter focused on media strategy patterns, arguing that when agencies rely on similar foundational approaches, opportunities emerge for brands willing to explore different strategic angles. Their inaugural issue identifies four tactical approaches that separate invisible campaigns from unforgettable ones: media principles that guide decisions, context that transforms impressions into impact, strategic timing that maximizes cultural relevance, and brand building that drives measurable performance.
Model B featured Samantha Gammell from Capital Group on their “Beyond the Brief” podcast, exploring her journey from sports marketing to financial services and emphasizing that core marketing fundamentals remain constant regardless of industry – it’s all about understanding your customer and meeting their needs.
VaynerMedia executed an ambitious Toronto takeover for Liquid I.V.’s sugar-free White Peach flavor, featuring giant peach heads around the city, a Dundas Square takeover, and temporarily renaming Sugar Beach to “Sugar-Free Beach.” The campaign demonstrates that “when you launch products, you’re also launching conversations.”
🔍 Insights from the community
McKinney shared research showing that one in five consumers eat with appearance in mind, exploring how beauty supplements are evolving beyond pills into foods and drinks as part of the “snack-ification of skincare” trend.
Reach Agency contributed insights to a Digiday piece about creator marketing reaching an inflection point, noting that brands are naming creator AORs, retailers are building influencer affiliate networks, and creators are showing up in boardrooms, not just feeds.
Mower Agency showcased results from their Westchester County Tourism partnership, creating the region’s first Craft Beverage Trail connecting 23 local stops and delivering a 209x ROI through mobile-friendly passports and influencer-driven storytelling.
The week’s content reveals agencies operating with increasing sophistication across strategy, execution, and measurement. What stands out isn’t just individual wins but the consistency of quality thinking and the willingness to tackle complex challenges with both creativity and rigor. The indie agency moment isn’t just happening – it’s being documented by the people who decide what gets remembered.
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
