It was just a few years ago that the industry was riddled with creative shops independent of the Big Four holding companies. Many have argued that agency consolidation goes through a predictable cycle. Despite this, Darren Herman of the Media Kitchen believes now’s the time for many new agency startups to blossom. In this hypebusters, he argues that we’re in the midst of the rise of the independent agency. Presenter: Darren Herman, chief digital media officer, The Media Kitchen @dherman76

1. THE
DEATH OF
THE
INDEPENDENT
AGENCY

3. NEW YORK

4. SAN
FRANCISCO

5. MUMBAI

6. JOHANNESBURG

7. LONDON

8. DUBAI

9. RIYADH

10. 68, 2, 1, 1,
400, 150, 740, 320, 712,
000 000 000 000 000
INDY PUB WPP IPG OMC
GOOGLE SEARCH RESULTS OCT 2012

11. THE DEATH IS GREATLY
EXAGGERATED.

12. ARE
AGENCIES GOOD
A BUISNESS?

16. -
38. 18. 24. 9.
94 54 97 43
% % % %
68, 2, 1, 1,
400, 150, 740, 320, 712,
000 000 000 000 000
INDY PUB WPP IPG OMC
ADJUSTED FOR S&P 500, OCT’11-OCT 8’12

17. THEY WIN A DIGIDAY
AWARD & THE AGENCY
GOES THRU
EXPONENTIAL GROWTH
THEY DECIDE TO LEAVE
AGENCY BECAUSE ITS
TOO BIG AND THEY
AREN’T FEELING VALUED
3 PEOPLE MEET AT
AGENCY X
AGENCY Y IS CREATED BY
... THE 3 FRIENDS, NOW
PARTNERS
THEY WIN A DIGIDAY
AWARD & THE AGENCY
GOES THRU EUPHORIC FEELING AT
EXPONENTIAL GROWTH AGENCY Y BECAUSE OF
SMALL SIZE AND
INDEPENDENT NATURE

18. 0 1
1 N

19. NEW MARKET
OPPORTUNITY
0 1
1 N
MORE EFFECTIVE
MORE EFFICIENT
RELATIONSHIPS BETTER TALENT CONFLICT
OPPORTUNITY

20. WHY IS
NOW
OPPORTUNE?

21. CHINA
ECONOMY INDIA
JAPAN
RUSSIA
GERMANY
WHY
IS NOW ITALY
FRANCE
OPPORTUNE?
UNITED KINGDOM
UNITED STATES

22. ECONOMY
RECENT HS GRAD: 24%
4 YEAR DEGREE: 6.8%
TIME 8/2012
WHY
IS NOW
OPPORTUNE?

23. TALENT = TECH NATIVES
WHY
IS NOW
OPPORTUNE?

24. TALENT = TECH NATIVES
CREATIVITY
WHY
IS NOW
OPPORTUNE?

25. PIRATES
WHY
IS NOW
OPPORTUNE?

26. ECONOMY
TALENT = TECH NATIVES
INCUMBENTS
WHY
IS NOW
OPPORTUNE?

27. MSFT/
STUDIO 415
NETWORKED
INSIGHTS
NOT
A FEW THINK OF
AGENCIES THEMSELVES
DO AS AGENCIES

28. WE LIVE IN A WORLD
CHANGE
WHERE
IS THE
ONLY
CONSTANT. THAT’S THE
ONLY THING WE
HAVE.
- REI
INAMOTO
CHIEF CREATIVE OFFICER AT AKQA
WHY
IS NOW
OPPORTUNE?

29. THE
RISE OF
THE
INDEPENDENT
NEW
AGENCY