What agencies are best positioned for the next few years? Indie or Holdco. I

f you were starting an agency who would be a model or if you were looking to join one where would you ideally go?

A lot in those questions I know, but just looking for the right model for who is best positioned to thrive in these times.

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If I was going to start an agency I’d find an AI fluent technologist and a McKinsey analyst to partner with and position myself as creatively brave indie agency meets business consultant meets full service content factory.

And we wouldn’t just do ads, we would look at the whole customer experience and find novel ways to inject creativity and a unified brand voice into every, from the customer service helpline to in-store layout to the employee training manual.

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This is the most 'McKinsey' description ever.

"We don't do ads, we inject creativity into the customer experience."

Which means I'm sure it will print money.

What did Scott Fitzgerald do to you?

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Seems like indie

There’s really only two business strategies: aggregate and disaggregate. It will make your life easier if you don’t try to go against whatever direction the wind is blowing in your industry.

Creative services are being disaggregated, so any agency that relies on legacy client retainers is in a rough spot. Would not want to join a midsize traditional creative agency (e.g. Martin, GSP, Crispin).

That means a small, craft-led, studios with a strong point of view and reputation are probably better positioned. You want to be somewhere that can charge for outcomes not assets (even implicitly) . Assets are facing downward price pressure, outcome-based pricing is less constrained.

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