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I went midsize independent agency to large holding co agency and drastically preferred independent.
Worked at both independent and holding co agencies. Much prefer independent.
Depends which small agency. Some are real wildcard situations.
So glad to have gone indy. But agree with other comments... not all are the same. You need to really dig in on the culture, values and leadership, as well as quality of work.
Indy all the way.
Just did it. So far, it’s been great! But my agency is a bigger “indy” and I’m sure that plays a part in the overall satisfaction here.
by independent do you mean owned/managed by primarily private equity? or fully independent?
👆 Important distinction! My small indie shop got sold to private equity and then we merged with another and the best parts of both agencies died somewhere in crossfire. True independence matters.
I’ve done both and it kind of depends. Each have their pros and cons, so it’s more of a matter of where said friend is in their career and what they’re after. Indies are scrappier and you’re under more of a microscope. Your contributions matter more, you’re generally given more creative opportunities, and you tend to learn tons. The hours can be a bit more brutal and you cannot rest on your laurels, odds are you’ll be on a lot of pitches even if you’re more junior. Bigger holding cos have a broader range of clients to work on. You can work on everything from fast food to banks to airlines and it’s no big deal. You tend to get opportunities for bigger shoots with bigger budgets here too, but on the flip side you have to be a STAR to rise to the top to get the bigger opportunities. You’re way more of an anonymous face and you have more competition against other creatives to get a piece of the yummiest pies. If you want to just float through, you really risk getting handed the work that just keeps the lights on. There’s more bureaucracy here and typically less facetime with the CCO and ECDs.