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Digiday: Independent Agencies Poised To Win Larger Advertisers Amid Media Transparency Fallout


When Capital One hired independent agency The7stars earlier this month, the advertiser’s brand director Katy Lomax hailed the agency’s “transparent approach” to media buying. Less than a week later, food-delivery company Deliveroo echoed that sentiment, calling the agency “compelling.” Both advertisers’ decisions to opt for The7stars rather than big holding groups illustrate that a network agency’s loss is now an independent shop’s gain.

The last 12 months have seen a steady flow of media budgets into independent agencies on both sides of the Atlantic. Of the £11 billion ($14.7 billion) of media billings tracked by research firm Comvergence across 21 markets including the U.S., Germany and India over the first nine months of the year, around £2.1 billion ($2.8 billion) was assigned to independent media agencies. One-third (16) of the 42 accounts analyzed in the first six months moved to an independent shop, including Honda’s £449 million ($600 million) to Horizon Media and Sprint’s £516 million ($690 million) to RPA. Comvergence estimated independent agencies mainly concentrated in the U.S. would win a further £224 million to £300 million ($300 million to $400 million) in the last three months of the year.

Read the full Digiday article here.