The most compelling threads in this week’s member content came with numbers attached—hard data that reveals an industry navigating genuine shifts rather than surface-level changes. While Indie Agency News members shared everything from AI-powered rock operas to airport therapy dogs, the stories that stood out combined measurable outcomes with unexpected execution. From VaynerMedia’s explosive growth in social agency assignments to research about humor’s effectiveness paradox, let’s examine what the data tells us about where the industry is heading.
🏆 Recognition with receipts
Response Media earned Ad Age 2025 Data & Insights Small Agency of the Year – Gold for their approach to integrating first, second, and third-party data to create “moments that matter” where belief and behavior align for real brand growth.
Party Land made The Drum’s Indie Agency 100 list, noting this puts them in the top 0.02% of the world’s 450,000 independent agencies.
Curiosity celebrated making the list with 99 of their closest friends, thanking The Drum for the recognition.
Mower Agency earned their spot as a fiercely independent, employee-owned agency where people closest to the ideas have the freedom to shape them.
David&Goliath was proud to be named to the list, noting that while they aren’t technically independent, their bold vision and challenger mindset embodies that “indie” spirit.
TiNY responded with characteristic wit, creating their own “Top 100 Drums According to TiNY” list in response to the recognition.
📈 The social explosion nobody saw coming
VaynerMedia revealed they’ve received more RFPs for social media agency of record assignments in the past month than in the entirety of 2023. Chief Business Officer Kaylen McNamara told Ad Age this represents “a major signal for how much the marketing industry is evolving in 2025” as brands re-center their strategies around social rather than simply allocating budget to it.
🎭 The humor math that doesn’t add up
Good Conduct highlighted research showing 90% of consumers remember funny ads and 72% prefer humorous brands, yet humor in advertising has declined consistently since 2002.
Oink Ink Creative Audio spotlighted the same research, emphasizing how the disconnect between proven effectiveness and industry practice reveals something fundamental about risk aversion costing clients real results.
🌟 Celebrity meets craft meets cultural timing
Giant Spoon launched their Lucid Motors campaign featuring Timothée Chalamet, helmed by award-winning filmmaker James Mangold in a 2-minute spot following Chalamet as “The Groom” on a high-octane desert journey.
Preacher delivered dual wins: their Hertz Gold Squad campaign featuring Golden Retrievers armed with tactical vests, stress tennis balls, and tail wags has been seen over 88 million times.
Preacher also reunited Vince Vaughn and Owen Wilson for their Xfinity spot that tapped Wedding Crashers nostalgia for sports viewing.
🤖 AI experiments with human hours
Duncan Channon created what they called a “face-melting rock opera” using Midjourney, Runway, ChatGPT, Suno, Flow AI, and Higgsfield AI, noting that hundreds of human hours went into it along with “all the emotions, complications and fever dreams that humans bring.” The result: “something we never could have made without AI, but also something AI could never make without us.”
Quirk Creative partnered with Serenity Kids on their first-ever national TV campaign launching “Power to the Littles™” – bold, empowering messaging designed to flip the script on baby food marketing with protein, healthy fats, and nutrients that fuel real growth.
👑 Leadership moves and strategic shifts
INNOCEAN USA welcomed Leslie Barrett as their new agency President in an Ad Age exclusive, describing her as “a powerhouse leader with a track record of building iconic brands.”
Yes& Agency announced Jason Gaboriau as Executive Creative Director, calling him “not just a creative powerhouse” but “a culture shaper” with 25+ years of experience building brands with bold ideas that stick and spark movements.
🎯 Creative delivery with measurable impact
Chemistry launched a new digital experience for Five Guys loaded with smoother navigation, juicier storytelling, and brand personality.
Highdive celebrated being the creative agency behind two of the highest-scoring Super Bowl commercials in System1 testing history: Lay’s “The Little Farmer” (2025) and Jeep “Groundhog Day” (2020).
📚 Industry discourse and knowledge sharing
Duncan Channon strategists Adam Flynn and Kelleen Peckham discussed the persuasive power of social norms in marketing for Advertising Week.
Saylor Head of Strategy Raul Rios contributed to an LBB piece about why marketers need to rethink everything they know about youth culture, noting that if you think Gen Z is still “up-and-coming,” it’s time to rethink everything.
Worldwide Partners President & CEO John Harris discussed what it takes for independent agencies to grow on the Pixel Perfection podcast, covering finding your lane, building your brand, and using tools like AI to work smarter.
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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.
