Indie Agency News members spent the first full week of 2026 doing what they do best: finding a signal in the noise. Some turned fan content into campaigns. Others made creative predictions while questioning whether the industry’s biggest stage has become too predictable. A few announced new client wins, global rankings, and geographic expansions. And one agency created a typeface made entirely of spam to fight spam, because why not?
What emerges across these stories isn’t just individual achievement—it’s a pattern of agencies refusing to follow the obvious playbook. When everyone zigs toward optimization and control, indies seem to be finding their advantage in the unexpected spaces: letting fans create the work, questioning sacred industry moments, and building creative systems that reward craft over process.
Let’s see what they’ve been up to.
🎵 When the Best Creative Already Exists
Sometimes the smartest move is stepping aside
TiNY turned what might be the most meta campaign insight of the year into an Ad Age feature: Dr Pepper’s “Good and Nice” TikTok jingle was made by a fan, went viral, and became the brand’s actual campaign. No agency needed to write it—just smart enough to recognize it and get out of the way. The full breakdown is worth the listen.
Rethink can back up that “let it breathe” philosophy with results: their Dove Men+Care work became one of the most seen ads of 2025, proving reach still matters when the creative earns it.
McKinney took home Campaign US Ad of the Week for Blue Diamond Almond Breeze’s Jonas Brothers spot, which cuts through clutter with a simple pitch: it’s really just almonds and water.
🏆 Creatives Getting Their Due
Recognition for the people doing the actual work
Argonaut saw Creative Directors David Roth and Ronnie Allman named to Ad Age’s Creatives to Watch for 2026, with the piece highlighting Ronnie’s AI experimentation and David’s obsession with craft.
Duncan Channon celebrated Creative Director Jessea Perry Hankins making the same Ad Age list—described as “published author, poet, practicing witch, hardcore gamer and, oh yeah, talented creative director.”
Laughlin Constable added Creative Director Randall Kenworthy to Ad Age’s Creatives to Watch for standout campaigns since joining the agency.
Cactus landed in The One Club for Creativity Global Creative Rankings, placing among the top 50 agencies worldwide—a reflection of craft that travels.
📺 Questioning the Big Stage
Maybe the Super Bowl playbook needs revision
BarkleyOKRP Chief Creative Officer Brad Jones told Muse by The Clios that Super Bowl advertising has become over-optimized, suggesting the industry’s biggest moment might need a creative reboot.
Barbarian Executive Creative Director Lauren Geisler weighed in on Ad Age’s Creative Predictions for 2026, noting brands are becoming entertainers: “The next era of creativity will be less about ads and more about creating experiences people genuinely want to engage with.”
GLOW Creative Agency Head of Creative Emily Sireno shared 2026 creativity predictions with Ad Age, noting why imperfection becomes a strategic asset in an AI-saturated world.
💼 New Business and Expansion
Growth that makes strategic sense
Venables Bell and Partners kicked off 2026 as Lead Creative and Strategy Agency for Banza, the chickpea pasta brand entering their next phase of creative storytelling.
Mischief @ No Fixed Address earned coverage in Spain’s Control Publicidad for what they’re calling “the most disruptive rise in advertising”—including hints at Mischief Madrid.
🎨 Creative Work Worth Noting
The actual output that matters
Allen & Gerritsen unveiled Amperspam 2: The Meatquel, a follow-up to their award-winning hand-crafted typeface made from spam. Last year’s version generated over $1,000 in donations to food banks.
Colossus designed a new visual identity for Vivo Performing Arts, bringing their documented love of leotards (or maybe just the performing arts generally) into a full brand system.
Bakery Agency brought home bronze at The Clios for their Nike x Lil Yachty Air Force 1 launch.
Grown welcomed animator Rachel Ganey to the team, highlighting her frame-by-frame animation constructed from 667 hand-drawn images.
🎯 Strategic Thinking
The ideas shaping agency operations
White Rabbit Group featured Ivan Fernandes on their Pixel Perfect Podcast discussing why orchestration beats ownership when building agencies that last.
Goodway Group explored how AI-powered shopping will reshape CPG strategy as the retail shelf gets redefined by AI proxy shoppers.
McKinney Executive Director David Debruyn told PharmaLive that “AI helps us explore ideas faster, uncover surprising language, and prototype concepts in new ways. But only people can give those ideas meaning, context, and heart.”
🤝 Community and Culture
The people and partnerships that matter
Lewis was selected as a host agency for the 2026 BLAC (Building Leaders And Creators) Internship Program for the second consecutive year.
Ardmore launched Ardmore Asks, a new series giving behind-the-scenes access to their team, starting with advice to brands for 2026.
🎪 The Delightfully Weird
Because not everything needs to be strategic
Cornett helped Natural Light unveil the Treadmower—a treadmill that doubles as a lawn mower simulator for people who miss mowing in winter. Men’s Journal spotted it as the season’s newest fitness must-have, which tells you everything you need to know about January.
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