When MOCEAN CEO Michael McIntyre chose Fast Company as his platform to declare that “independent agencies are built for the future,” the venue mattered as much as the message. Fast Company doesn’t publish agency hot takes—it publishes business doctrine. McIntyre’s piece wasn’t just thought leadership; it was a manifesto arguing that brand trust and adaptability give indies structural advantages over network behemoths.
This particular collection of updates from Indie Agency News members reveals agencies increasingly comfortable with articulating their own strategic philosophy rather than reacting to network narratives. From Serviceplan’s systematic sweep of 44 ADC awards to VaynerMedia’s deliberate abandonment of traditional media buying, the pattern suggests indies have moved beyond survival mode into doctrine development. The advantage isn’t just about being nimble—it’s about being specific enough to define what the future of advertising actually looks like.
Let’s dig in to more Indie Spin!
🏆 Trophy Shelf Chronicles
When winning becomes a precision sport
Serviceplan Group claimed the title of #1 agency at ADC 2025, bringing home 44 nails total with their PENNY Deutschland PricePacks work earning the Grand Prix alongside 6 Gold, 11 Silver, and 26 Bronze awards. The German indie’s comprehensive sweep suggests systematic excellence rather than lucky breaks. Not content with just awards, they also launched episode #16 of their TWELVECast podcast featuring discussions on CEO communication and the strategic value of knowing when to speak versus when to remain silent.
Noble People earned the inaugural Best Use of YouTube at the 2025 Digiday Media Awards for their Paze℠ launch campaign, a collaboration with Early Warning Services, Nomology, and SPCSHP. The recognition represents the kind of platform-specific expertise that comes from understanding YouTube as more than just a video distribution channel.
INNOCEAN USA celebrated double wins at the Shorty Awards, taking home both TikTok Partnership and Social Commerce honors for their Kia America TikTok Creator Conference. If that weren’t enough, the agency also marked their sweet sixteenth anniversary with traditional Korean boong-uh-bbang and taiyaki fish-shaped pastries at their Huntington Beach offices—the kind of cultural celebration that reflects an agency comfortable with its identity.
Lupine Creative earned a Bronze Shorty in LGBTQ Community Engagement for their work on Max Presents: Black vs. Green featuring Sesali Bowen. The recognition highlights work that manages to be both culturally relevant and commercially effective—a balance that requires the kind of cultural fluency that can’t be mandated from headquarters.
🎭 Creative Manifestos
When agencies become their own case studies
MOCEAN delivered a one-two punch of thought leadership, with CEO Michael McIntyre writing in Fast Company about why independent agencies are built for the future, focusing on brand trust and adaptability advantages. Meanwhile, Chief Creative Officer Greg Harrison spoke at the American Marketing Association Conference on AI, sharing actionable strategies for future-proofing creative teams. The agency’s president Erica C. was also named a finalist at ThinkLA’s 15th Annual IDEA Awards, completing a trifecta of recognition that suggests systematic rather than accidental excellence.
Corner Table Creative shared insights on Gen Z talent and cultural connection in Campaign, emphasizing how younger employees bring fresh strategic thinking and cultural instincts to campaign development. They also launched a new spotlight series introducing each member of the Corner Table Creative team, demonstrating the kind of intentional team building that treats people as more than just resources.
SRH showcased their storytelling approach through two distinct projects: following the busy life of Siby Thadathil in Sun City Center, Florida for Direct Supply, and analyzing the cultural phenomenon of “Hundreds of Beavers”—a no-budget film that became a statement about brand thinking and cultural instinct over traditional production values.
🤖 Silicon Valley Whisperers
When AI becomes more than a buzzword
VaynerMedia teased upcoming research with Zappi while their CMO Avery Akkineni appeared at the New York Stock Exchange’s Speaker’s Corner during POSSIBLE, discussing their shift away from traditional media buying. The agency’s Toronto Media Director Zach Doss also shared insights from Gary Vaynerchuk’s recent Canadian visit, emphasizing the power of owned over earned media—a philosophy that positions content creation as strategic rather than tactical.
Graybox provided detailed analysis of Shopify’s Summer ’25 Edition release, highlighting the new Horizon Theme Framework with AI-generated blocks and enhanced AI Store Builder tools. Their technical breakdown demonstrates the kind of platform fluency that separates agencies who understand e-commerce architecture from those who merely build websites.
Davis+Gilbert LLP addressed the intersection of AI and brand visibility, noting that showing up in AI has moved from “nice to have” to imperative. The legal perspective serves as a reminder that AI integration requires more than technical implementation—it demands strategic thinking about brand presence in algorithmic environments.
🎪 Gathering Grounds
When events become more than networking opportunities
territorial reinforced the newsletter’s central theme by declaring that “independent agencies are the future of marketing” and expressing excitement about joining the movement. Their statement that “the ad industry is at a fascinating inflection point” echoes the strategic positioning that runs through multiple indie agency announcements.
Giant Spoon demonstrated the kind of experiential creativity that defines indie capabilities by taking over XANADU Roller Arts with Walmart and Roc Nation to celebrate the launch of Megan Thee Stallion’s collaboration. The roller rink takeover represents the kind of cultural fluency and creative risk-taking that comes from agencies small enough to move fast and bold enough to try something different.
Xpedition showcased strategic event partnerships by collaborating with Google at POSSIBLE 2025 to create a premium, invite-only environment for Privacy Sandbox discussions. Their approach demonstrates how indie agencies can secure meaningful partnerships with major platforms by offering specialized expertise rather than just scale.
🚀 Growth Narratives
When expansion becomes strategic rather than inevitable
Funnelbox Video & Animation announced their collaboration with Desert Island Studios to build more robust creative resources, emphasizing the explosive power of community in creative production. They also shared behind-the-scenes content from their shoot at Clark College Automotive, demonstrating how specialized agencies use project documentation to showcase process alongside results.
PB& offered summer trend predictions about people making “old feel new again,” while also advocating for viewing marketing as investment rather than cost center during slow business periods. Their dual focus on cultural observation and business strategy reflects the kind of integrated thinking that comes from agencies small enough to connect dots across disciplines.
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