Drawing from his experience building brands like Mike’s Hard Lemonade, Popchips, Gardein, and My/Mochi, Russell Barnett lays out what it takes for indies to get a leg up with marketers. A few hints? A philosophy rooted in trust, strategic clarity, and passion for the product is a great place to start.
Human connection matters more than polished creds. Honesty, and juuuuust the right amount of weird can go a long way in forging a genuine, long-lasting partnership.
Getting Started on the Brand Side and Working With Agencies
Barnett recalls his first experience working with an agency from the brand side, collaborating with Bob’s Your Uncle (then Brainstorm Group) on Mike’s Hard Lemonade. “We needed to make sure that it wasn’t seen as a wine cooler. We needed to man it up,” he says. This led to bold, humorous campaigns featuring lemons as the villain—“Seven out of 10 lemons never saw it coming”—that helped the brand stand out in a saturated market.
What Matters Beyond Creds and Pedigree
When asked what he looks for in agency partners beyond the typical credentials and background, Barnett highlights his work with the UK agency Lovers. “These guys did an exceptional job of telling us about us,” he says. Rather than leaning on external data, the agency rooted its thinking in Barnett’s own words. “If you didn’t articulate it well, that wasn’t their fault. They reflected back what you said.”
Why Strategy is the Key to Unlocking the Budget
Barnett makes a strong case for the importance of strategy in agency relationships. “Strategy is the why and permission,” he explains. “It’s what unlocks the pocketbook.” He emphasizes that a solid strategic point doesn’t need to be long-winded: “A strategic point can literally be five words on a slide. Do not give me 90 pages of strategy.”
How to Build Real Partnerships
On what defines a true agency-client relationship, Barnett puts it plainly: “You’re on my WhatsApp.” For him, partnership means trust, transparency, and freedom to share raw creative ideas. He shares a moment when his creative director called with a last-minute pivot: “‘Because, whatever.’ Not a deck. Just a phone call. That’s what real partnership looks like.” He values agencies that are as passionate about the product as he is.
Advice for CMOs Considering Indie Agencies
Barnett’s advice to other marketers exploring indie partners starts with knowing your own work style. “I tend to work really well with creatives, not as well with account people who filter commentary.” He urges honesty from agencies, especially about who worked on past campaigns: “If you didn’t really do it, be upfront about it.” Passion for the business and for collaboration are essential traits he looks for.
A Word on Results
Barnett urges caution when presenting results. “You don’t know what else was happening in an organization to affect the result.” He suggests agencies be prepared to explain how outcomes were measured—or admit when they can’t prove a direct connection.
Hey Marketers, We’d Love to Hear From You!
Have some great advice and experience working with and building relationships with indie agencies? Good! Hit us up and we’ll gladly give you the mic (as it were).
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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.
