The indie agency era: the shift toward talent-first, tech-enabled creative work

"As independent studios move toward more flexible, collaborative, tech-enabled structures, TOML's model offers one example of how an open, adaptive, talent-first approach can take shape in practice. As big networks merge and chase scale, independent studios are taking a different path, moving faster, staying closer to culture, and producing work that feels more intentional. Many are founded by senior talent leaving holding companies in search of autonomy and healthier ways of working."

"The shift is clear: independents now account for most industry turnover, and seven of Ad Age's top ten agencies in 2025 are indie. Studios like Mother, Uncommon, and Anomaly show how independent thinking can shape culture and win major accounts, from Mother's 'FCK' apology for KFC to Uncommon's 500-version 'A British Original' for British Airways. Indie agencies are rising because the industry has moved toward agility, collaboration, and tight-knit creative teams."

"Clients want partners who can move quickly, think freely, and respond to culture without layers of hierarchy. In response, many indies or collectives, including TOML Collective, are leading the way by choosing independence over acquisition and building flexible, talent-led models that prioritize creativity over bureaucracy and collaboration over rigid structures. Independent creatives and small agencies increasingly share talent, credit, and even revenue to get"

Independent studios are shifting toward flexible, collaborative, tech-enabled structures and talent-first models exemplified by TOML's approach. Big networks pursue scale while independents move faster, stay closer to culture, and produce more intentional work. Many independents are founded by senior talent leaving holding companies for autonomy and healthier working conditions. Independents now account for most industry turnover, with seven of Ad Age's top ten agencies in 2025 classified as indie. Studios such as Mother, Uncommon, and Anomaly demonstrate cultural impact and major-account wins. Shared talent, credit, revenue models and democratized production tools accelerate the indie rise and help reduce burnout.

Read at The Drum