Diane Markovski, Founder, Lit Agency
For years, independent media agencies in Australia operated in the shadow of larger, prestigious networks – often viewed as the “challenger” option or a stepping stone before brands “graduated” to the bigger players with deeper pockets.
But in 2025, that dynamic has shifted. More marketers are actively seeking out indie agencies not as a compromise, but as a strategic advantage.
So why now?
The pace of media has changed, full stop. Big agencies, weighed down by layers of process and hierarchy, often move too slowly to respond in real time.
Indie agencies, on the other hand, can pivot fast. They experiment, iterate and course-correct without weeks of red tape. In an environment where platforms change monthly and privacy regulations tighten annually, agility isn’t just a “nice to have” – it’s a survival skill.
Clients want strategy, not sales targets
Larger groups are under increasing pressure to deliver revenue back to shareholders. That often means productised services, preferred media vendor deals and cross-sell incentives that may not always align with what’s best for the client.
Independent agencies don’t have those same commercial pressures. They tend to offer more transparent media planning and aren’t beholden to global trading desks or incentive structures.
Clients increasingly value this, as they want strategic partners, not sales pipelines.
At an indie agency, clients typically work directly with senior staff, often including founders or highly experienced practitioners who stay close to the work. There’s less handoff, fewer silos and a deeper relationship built on understanding, not just execution.
In contrast, some larger agencies can feel anonymous. Clients get passed between departments or juniorised once the pitch is won. The value of direct access to thinkers – not just doers – is being rediscovered.
Local insight beats global playbooks
With the media landscape fragmenting and communities becoming more nuanced, hyper-local knowledge is invaluable. Indie agencies rooted in Sydney, Melbourne or regional hubs often bring cultural awareness and community insight that global frameworks overlook.
As audiences grow more sceptical and demand more relevance, this proximity pays off in both creative and media effectiveness.
The capability gap is a myth
The stereotype that indie agencies lack scale or sophistication is outdated. Today’s independent shops are investing in AI tools, programmatic platforms, first-party data infrastructure and cross-channel measurement.
Independent agencies aren’t the “alternative” anymore – they’re often the better choice. Why? Because they’re more responsive, more transparent and more aligned with the values of modern brands.
In 2025 and beyond, we’re not just witnessing a shift – we’re witnessing a recalibration in the way brands value media agencies. And it’s about time.