Interesting tension. There’s so much industry consolidation across brands, yet so much chatter about it being the best time to go independent. Surely both can’t be true.

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It can, in the sense that indie agencies and holding cos aren’t totally the same offering these days. There’s overlap, but broadly, clients don’t go to holding cos for creativity anymore. They go for scale/savings/ease. So, indies have a chance to do the work we actually wanna do.

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It’s a lot easier to be profitable on smaller clients and project based work when you aren’t paying 20% up to your holding company for nothing in return.

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I don’t see the tension

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