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I’m not sure if this is still true today because the industry has changed, but when I was at independent agencies in the aughts/teens it was common to get 10% raises, spot bonuses, spot perks, etc. There’s a lot more agility with rewards/holidays/etc because they can do what they want without sending everything through corporate. Also when you work with a founder day in and day out and know them personally, it’s more likely for them to want to reward you. (Of course YMMV- not all founders are like that)
same here, almost none of them exist anymore though. the ones that haven't been bought by holding companies have instead been bought by private equity, which always end up putting the same squeeze on people.