People keep me into account that large agencies are the future, but they need massive and deep pockets and avant -garde technology to survive. But after 25 years in this business, I have seen firsthand that raw creativity and genuine curiosity still drive the best work.
Of course, some people think that business platforms and large teams are the answer. I think the future belongs to agile agencies that can pivot quickly and bring new ideas to the table. The older mentality of “bigger is better” is changing. These days, marks because the partners who really obtain them and bring something distinctive to their work, and that is where independent agencies shine.
Why brands become independent
In Mocean, we have tasks of our entertainment environment and apply that film narrative to everything, from games to Farmatech. When the cheese cake factory came to us, we launched the standard restaurant advertising plays and create something more narrative and lively narrative.
Look around. You will see that brands increasingly resort to indies for a job that crosses the noise. Tubi and Coors Light are making waves with bold and irrevens social campaigns. NBA and Beats By Dre are connecting through generations through culturally authentic creativity. Chipotle and American Express are demonstrating that social thinking first promotes emotional connection and commercial results. None of the thesis came from Holding Companies, all are independent work.
Having a specific approach is not limiting, it is liberating. It leads to deeper ideas and jobs that resonates.
Today’s clients must move at the speed of lightning, even more stretch their budgets and stay culturally relevant in a constantly changing landscape. That is exactly what independent agencies do better.
Our flat structure means less hoops to jump. Ideas move from the concept to faster execution, with a real collaboration on the road. While large agencies may take months to launch a campaign, independent stores like ours deliver weekly.
Prospero talent means more innovation
True innovation occurs in small independent stores. The best talent wants to do significant job. They want their ideas to see daylight, do not miss in approval layers. That energy is contagious.
Yes, holding companies have resources. But the independents are not trying to be them; We are opening our own path. We are testing new tools, solving real problems and building teams that really care about doing a great job.
I see it in Mocean all the time. Some of our most innovative AI applications come from people who only experience on their own. When people feel really empowered, creativity blooms.
The role of technology
We are hugging AI, but reflective, as a tool to improve our work, not replace human creativity. We use platforms such as Midjourney and ChatgPT to rationalize the presentations, rough concepts and quickly items in ideas.
Some partners are still discovering their AI comfort zone, which we completely respect. Meanwhile, we are building experience where it makes sense, so we are ready to lead when the time comes.
Creative companies will always need human information and creative instinct. Independent agencies get that and protect the space for it.
Customers see the difference. So does talent. More creative are leaving great agencies for smaller and passionate teams, places where work is more important than the policy and results of the office that speak more than the processes.
Our strength comes from being adaptable, remaining curiosity and putting association before the process.
Twenty -five years and I have never been more excited about what is to come. Creativity still wins. Curiosity still wins. And people still because to do the work that moves them.
Michael McIntyre is CEO or Mocean.