Independent Agencies Get a New Buying-Power Benchmark
Agency scale has traditionally been associated with greater media buying leverage. A new partnership between Guideline and Tinuiti is putting that independent agencies assumption to the test, using verified market intelligence to compare negotiated media costs against broader benchmarks. For brands evaluating media agencies, buying power has long been one of the arguments favoring the […]
Independent Agencies Are Getting Boxed Out of Adtech
Adtech wasn’t built for the local shop on Main Street. It was built for the holding company on Madison Avenue. Independent agencies—fast-moving, deeply embedded in their communities, and focused on outcomes—have always punched above their weight. But today’s advertising infrastructure doesn’t support how they operate. From minimum spend requirements and opaque supply paths to bloated platforms […]