In a true David vs. Goliath battle, nimble independent agencies are defying the “bigger is better” narrative, winning top clients and industry awards with smart investments, speed, and agility.
In adland’s unfolding David vs. Goliath battle, the long-held mantra of “bigger is better” is crumbling. Despite their size and endless acquisitions, holding companies are losing ground to nimble independent agencies that are rewriting the rules. While the giants slash costs to survive, independents are doubling down on innovation, winning top clients, and dominating awards circuits—proving that agility and bold ideas can outmatch scale and bureaucracy. “
It could be that brands are finally realising that greater things come in smaller packages,” says Natalie Lowe, CEO & founding partner, The Orangeblowfish. “We’re smaller in size but we pack a punch.” Lowe co-founded the independent creative agency in 2012, and last year won Bronze for Greater China Boutique Agency of the Year at Campaign Asia’s Agency of the year Awards.
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