At a time when the big networks are wrestling with transformation, consolidation and leadership churn, independent agencies are enjoying a period of renewed momentum. But as the latest New Digital Age roundtable revealed, growth for indies in 2025 means more than just revenue. It is about culture, clarity, and choosing your battles.
Chaired by New Digital Age’s Editor-in-Chief Justin Pearse, the roundtable brought together some of the UK’s most influential indie agency leaders to explore what growth really means in the current climate.
Participants included: Jamie Matthews, CEO, Initials; Paul Phelps, Chief Executive, AMS Media Group; David Lucy, MD, december19; James Smith, Chief Executive Officer, The Kite Factory; Nick Maddison, Managing Partner, the7stars; Richard Ottoy, VP of Sales, Picnic; Filippo Gramigna, Co-CEO, Onetag; Parry Jones, CEO, The Specialist Works; Jo Blake, Trading and Investment Director, MI Media; Jon Greenhalgh, MD, Open Partners; and Pippa Glucklich, Chief Executive, Electric Glue.
Redefining success on your own terms
“What does success look like, beyond revenue?” asked Justin Pearse as the conversation began. For many of the participants, the ability to define success for themselves was the greatest privilege of independence.
“One of the great things about being truly independent is that you get to decide what success actually looks like,” said Parry Jones. “Yes, profit matters, but we also look at people, pride and client happiness. That gives us a more balanced perspective and leads to better long-term outcomes.”
Jo Blake agreed. “We care deeply about the quality of the work and how it is delivered. That is what matters most to our people and our clients, not just the numbers on a spreadsheet.”
People, product, then profit
For Pippa Glucklich, the most effective growth model is simple. “People, product, profit – in that order. If we look after our people, they produce better work. That leads to stronger client relationships and ultimately better financial outcomes.”
Paul Phelps shared a similar view. “We’re not obsessed with profit margins. We want to grow, of course, but our first question is always, are we proud of the work? That’s our north star.”
Moving away from rigid models
One recurring theme was the contrast between the freedom of independent life and the restrictions of the holding group world. Jon Greenhalgh of Open Partners said that mindset has been key to their growth. “We have reinvested almost every year. That has allowed us to expand while staying true to our values. We are not growing to hit someone else’s numbers, we are growing to build a business we believe in.”
Culture as the foundation
Culture is no longer just an internal talking point. It is a core driver of agency growth and client appeal. “Our culture is rooted in belonging,” said James Smith. “When people feel like they belong, they perform better. It is not just good for morale, it is good for business.”
Jamie Matthews agreed. “The best work comes from environments where people feel trusted and valued. That is something clients notice. They feel it in how we show up.”
The rise of indie-only pitch lists
The mood around the table was clear: independents are no longer the underdog. “A few years ago, we were the wildcard on pitch lists,” said Jo Blake. “Now we are increasingly the first choice.”
David Lucy of december19 added, “Clients are starting to value independence in a real way. They are no longer defaulting to the big networks. Indie-only pitch lists are becoming more common, and that is a real sign of progress.”
But with smaller teams and leaner operations, indies need to be selective. “We want to come first or last,” said Parry Jones. “Second place is just a costly distraction.”
Pippa Glucklich agreed. “We say no more often than I did when in my network days. If it is not the right fit, it is not worth the time, energy or cost.”
The talent question
Indies have long been a magnet for talent, particularly those leaving network agencies. But that influx comes with challenges. “It is not always easy to tell who genuinely wants to work in an indie and who is just looking for a role,” said Jamie Matthews.
“At an indie, you cannot hide,” said James Smith. “Everyone pitches. Everyone presents. Everyone sells. It is a very different environment.”
Glucklich added, “Pitching is a great filter. If someone has never stood up and sold an idea, they might struggle. Our office manager took part in a pitch because she had great insight. That is the indie spirit.”
Tech, tools and transparency
Technology is another area where independents are catching up — and, in some cases, pulling ahead. “There is no longer a huge barrier to entry when it comes to data and tech,” said Filippo Gramigna. “That levels the playing field and gives independents real power.”
Richard Ottoy of Picnic agreed. “Indies are fast adopters. They are agile, collaborative, and willing to try new tools. That makes them great partners for tech companies like Picnic where they’re leading the way in using signal-based buying to improve inventory quality and cut ad waste.”
Tech partnerships and product development
“The tech landscape today encourages collaboration, and indies thrive in that space. They move quickly, integrate easily, and are laser-focused on getting real value. That makes them well-placed to adopt smarter, data-led ways of improving campaign outcomes.” said Richard Ottoy of Picnic
Strategic investment and long-term thinking
Independents also have more flexibility in how they invest and scale. “We have the freedom to reinvest in talent, tools or growth whenever we choose,” said Jon Greenhalgh. “That means we can respond quickly to opportunities without going through layers of sign-off.”
That long-term thinking also applies to clients. “Some years we choose to make less money so we can invest more in a key client or a new initiative,” said Paul Phelps. “We are playing the long game.”
For James Smith, the essence of independent growth is focus. “You do not need to be all things to all people. You just need to be excellent at something and own it.”
That idea resonated with the group. “We are clear on who we are and who we are not,” said David Lucy. “That clarity helps us grow in the right way.”
Stronger together
The discussion closed with a recognition of the growing unity across the indie space. “We are learning to work together, not just in competition but in collaboration,” said Parry Jones. “That is a real shift, and it makes us stronger.”
Paul Phelps summed it up: “Independents have always been resilient. Now we are also ambitious, well-equipped and increasingly visible. If we stay true to who we are, the future is bright.”
Originally Published on: New Digital Age
