Mediaweek has teamed up with the IMAA to give its indie leaders a platform to talk about their work, thoughts about the industry and their interests outside of their 9 to 5.
SOUP Agency joined the industry body in 2024 and Katya Vakulenko, Managing Director/Founder of the Sydney-based agency told Mediaweek it was the “perfect time to connect with other like-minded indies and have stronger collective voice.”
What sparked your interest in launching your indie agency?
I started SOUP Agency because I saw too many businesses frustrated with agencies overcomplicating things, outsourcing offshore, or treating clients like line items. I wanted to build a people-first, local-talent-driven agency that genuinely partners with clients and helps them grow without the smoke and mirrors.
What sets your agency and its offering apart from others?
We’re proudly 100% onshore, and we put people at the heart of everything – both our team and our clients. Our clients love that we feel like an extension of their team, not just another vendor.
We also offer the full spectrum of digital under one roof – from CRM implementation and graphic design to paid media, SEO and organic social – so brands get consistency, integration and ease. What we’re most proud of, though, is our retention: clients stay with us long-term, and so do our people. That stability means stronger relationships, better results, and a team that genuinely cares.
Indie agencies are increasingly seeing success with major pitches. What differentiates your pitch approach from that of larger agencies?
We keep it human. Instead of presenting 80 slides and buzzwords, we focus on what actually moves the needle for that client. We show them the team who’ll be on their account (not a “pitch team” they’ll never see again), and we’re honest about what will work and what won’t. That honesty and agility usually lands better than big-agency polish.
With 77% of indie agencies expecting ad spend to rise or remain stable in FY26, according to the IMAA Indie Census, how are you preparing for that growth?
We’re doubling down on process and people – building smarter frameworks, investing in training, and making sure capacity planning is rock solid. Growth is great, but sustainable growth is better, so we’re being deliberate in how we scale.
What’s another indie agency that you see is crushing it and why? (Whether it’s their work output, client relationships or culture/DE&I policies)
Two Giraffes are absolutely nailing it – their video work is clever, fun and makes you want to keep watching. They’ve got that rare mix of creativity and heart that makes their stuff really stand out
What’s a piece of work you’re most proud of?
I’m proud of the long-term partnerships we’ve built – many clients have been with us for years, and that speaks louder than any single campaign.
As a leader, how do you switch off from work and unwind after a busy week?
For me, it’s food, travel and a good dose of wellness. I love discovering new restaurants, long walks with a podcast, or sneaking away for a weekend spa session. And when all else fails – a cheeky Aperol spritz does the trick.
What does success look like for you over the next 12 months?
Success for us is about smart growth – expanding without losing the culture that makes SOUP special. We’re focused on investing in the next generation of marketers, building their skills, and giving them space to thrive. Just as importantly, we’re excited to deepen the strong relationships we already have with clients, watching their businesses grow alongside ours. And of course, we want to keep partnering with amazing, iconic brands both locally and overseas.
What can the industry expect from your agency?
We’ll continue to bridge creativity and performance, investing in talent, and demonstrating that indies can deliver.
Top image: Katya Vakulenko