There’s something truly special about independent agencies. It’s the entrepreneurial spark, the ability to control your own destiny, and the freedom to carve out a unique path in the world—unencumbered by the red tape of a holding company or the demands of external shareholders. It’s about being nimble, innovative, and fiercely self-reliant. I’ve experienced this firsthand as the founder of an agency that I later sold to a larger independent firm, Sapient, long before they became part of Publicis. Through it all, I’ve remained a steadfast believer in the power of independent agencies and the incredible potential they hold.
But today, our industry faces unprecedented challenges. Consolidation continues to swell the size of the holding companies. Brands are building in-house teams that encroach on the services we’ve historically provided. AI is reshaping the landscape at breakneck speed, automating tasks that once required specialized talent. And let’s not forget the economic pressures that have forced agencies to fight harder for every engagement. Against this backdrop, one thing is clear: the independent agency community must adapt, and we must do it together.
Now is the time for collective thinking to take center stage in our industry: a “we” mindset will be imperative for indies to survive and thrive.
The Power of Working Together
Independent agencies thrive on individuality, and by collaborating with other independents, we can create the strength in numbers that client opportunities often need — without losing that distinctiveness that only comes from independent shops. By forming collectives of agencies, we can create something greater than the sum of our parts. Collaboration isn’t just a nice-to-have; it’s a necessity in a world where scale, specialization, and speed often make the difference between winning and losing.
I’m not advocating for agencies to give up their independence. Instead, I’m suggesting that we rethink what it means to be independent. True independence isn’t about doing everything alone; it’s about having the autonomy to choose your allies, forge partnerships, and build distinct ecosystems. By aligning with like-minded agencies, you can maintain your unique culture while offering your clients a full-service solution that rivals even the largest competitors.
This idea of collective thinking—where collaboration replaces competition—is deeply rooted in my upcoming book, Collective Capitalism. The book explores how shared visions and equitable approaches can lead to greater success, not just for businesses but for the people within them. This philosophy also underpins Collective OS, a technology platform designed to help independent agencies collaborate seamlessly, share resources, and operate with the efficiency of a larger firm.
Rising Above the Challenges Together
In the face of consolidation, economic uncertainty, and technological disruption, independent agencies have an opportunity to turn the tide. Here’s how collective thinking can help:
- Filling Capability Gaps: By partnering with agencies that complement your strengths, you ensure your clients always have access to the right expertise, no matter the ask. Whether it’s UI/UX, media buying, or creative services, collective partnerships create a robust and comprehensive offering.
- Boxing Out Competitors: Allies can help you secure and expand client relationships. When you bring a full-service solution to the table—one built on shared values and seamless collaboration—you’re not just a vendor. You’re an indispensable partner.
- Sharing Opportunities: One of the most powerful benefits of a collective mindset is the ability to share opportunities with each other. When one agency uncovers an opportunity that doesn’t align perfectly with their capabilities, they can pass it along to a trusted partner within the collective. This creates a win-win scenario, where opportunities are maximized, clients are better served, and trust within the network grows stronger.
- Scaling with Agility: Technology has leveled the playing field in many ways, but it’s also weaponized by larger firms to outmaneuver smaller ones. By leveraging tools like Collective OS, independent agencies can create their own networks, scale their impact, and deliver faster, smarter solutions.
- Embracing Innovation: AI is a disruptive force, but it’s also a tool. Agencies that work together can pool resources to invest in cutting-edge technologies, stay ahead of trends, and create new value for their clients.
A Call to Action for Indie Agencies
If there’s one thing I’ve learned, it’s that going it alone doesn’t always mean going farther. The challenges we face as independent agencies are too big to tackle in isolation. The answer lies in collective thinking—collaborating and partnering to become stronger together than we are apart.
At Chameleon Collective, we’ve embraced this mindset, not just as an agency but as part of the broader indie agency network. We’ve seen firsthand how collaboration can unlock new opportunities, deepen client relationships, and create lasting value. And we’re not alone. Across the independent agency world, there’s a growing recognition that shared success is the key to thriving in an increasingly complex industry.
The time to act is now. Let’s stop competing for scraps and start building something bigger together. Let’s prove that independent agencies, united by a shared purpose and powered by a collective mindset, can redefine what success looks like in our industry. Let’s lead with heart, with innovation, and with the unwavering belief that the best way forward is together.
Not sure where to start? Connect with me on LinkedIn. I’d love to help you make connections to strengthen your business.
The future of independent agencies isn’t just about survival. It’s about showing the world what’s possible when we embrace the power of the collective.
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Freddie Laker is the founding partner of Chameleon Collective. His upcoming book, Collective Capitalism, explores how shared visions and equitable approaches can lead to greater success for businesses and the people within them.
