Highdive started distributing swag and fun-fact cards to Chicago architecture boat tour companies, making sure to include how they secured the #1 slot on the USA TODAY Ad Meter four times. Apparently, when you work in the Merchandise Mart with rooftop access, you find creative ways to become part of the city’s tourist narrative—especially when the 2026 Super Bowl is only 35 weeks away.
Meanwhile, The Many posed the philosophical question we’ve all been wondering: “Do brands have existential crises?” (They were asking for their friend Chambord, who needed help finding urban Millennial women for some participatory marketing.)
This collection from Indie Agency News members suggests agencies are getting increasingly creative about both their self-promotion and their client challenges.
🎪 The Pre-Cannes Positioning
Everyone’s got their angle for the Riviera
BarkleyOKRP announced that the only thing hotter than Cannes in June is Camp Cannes, where Katy Hornaday, Nathaniel Swift, and Sean Corcoran are bringing the Midwest to the Riviera with their Roll Call podcast—armed with SPF, mics, and questionable French.
Raven Public Relations laid out their Tiny Terrace Talks schedule with characteristic precision: 3 days, 14 interviews, 1 tiny terrace, Breaking and Entering Media style.
Serviceplan Group asked the essential question about what makes a campaign Cannes-worthy in their latest update, presumably so their contenders know what they’re up against.
🍽️ The Experiential Excellence Files
When agencies turn events into stories worth telling
FUSE Create orchestrated “Hilton Gourmet on the Green”—a private six-course dinner on the 9th hole of the RBC Canadian Open, prepared by Chef German Ghelfi from Conrad Punta de Mita.
Portland State University – School Of Business showcased their students’ work on the Swire Coca-Cola USA Happiness Campaign, proving that academic partnerships can create real-world impact.
Lewis demonstrated their production capabilities with a behind-the-scenes look at their Santa Cruz Mountains shoot, complete with alpacas and redwoods.
🏆 The Recognition Roundup
Because someone has to keep track of who’s winning what
Response Media‘s Chief Client Officer Ami Sirlin was named one of AdExchanger & AdMonsters’ 2025 Top Women in Media & Ad Tech, which their team describes as recognition for being “a passionate, dedicated, creative, and strategic force of nature.”
The Gerety Awards conducted a marathon of jury insight panels across France, the Middle East, and Los Angeles, while also revealing their global shortlist and agency of the year titles by country.
💭 The Honest Observations Department
Where agencies say what they’re really thinking
Oink Ink Creative Audio delivered perhaps the most honest take on their industry: “Because no one ever said, ‘change the station, I want to hear another radio commercial.'”
The Many explored brand identity crises through Chambord’s search for urban Millennial women who actually wanted to co-create experiences.
GLOW Creative Agency‘s Head of Strategy Maggie Walsh contributed to Ad Age’s Pride Month series with an essay about brands putting real capital and commitment behind LGBTQ+ community support.
🚀 The Evolution Announcements
Agencies showing their glow-ups
Words From The Woods launched their refreshed website (wftw.me) with drumroll emojis and promises of breathing new life into their brand after doing the same for others.
Lupine Creative unveiled Lupine 2.0 with “a new look, a new site, the same marketing with a bite,” entering Year 5 with what they call a sharper perspective.
VaynerMedia provided 5 reasons NOT to join their Young Lions Breakfast at Cannes with Chief Creative Officer Rob Lenois, which is probably reverse psychology at its finest.
🌍 The Geographic Expansion
Indies proving excellence has no borders
Club CMO took Nashville CMOs inside Tractor Supply Company for a behind-the-scenes look at how a niche farm supply store evolved into a $14B lifestyle brand.
Left Hand Agency launched their campaign for Feeding America Eastern Wisconsin, addressing the summer meal gap for children when schools close.
SRH shared their journey of putting Kansas City on the global stage for FIFA 2026, presumably without having to explain where Kansas City actually is.
🧠 The Strategic Intelligence Bureau
For those who like their insights with data
Klick posed the eternal email question: “What’s the biggest hurdle you face in ensuring your emails reach the inbox?”, which probably resonated with everyone who’s ever battled spam filters.
Moontide Agency examined what makes creative work resonate versus fall flat in their latest insights.
Portland State University – School Of Business highlighted their Sports Marketing students’ research on MLS team Portland Timbers, complete with primary research findings.
Want to see your agency’s wins, wisdom, and occasional existential crises featured here? Join us at indieagency.news/join – where indie agencies share what they’re really up to, and we turn it into stories worth telling. Whether you’re distributing swag to boat tours or hosting gourmet dinners on golf courses, we’re here for it.
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