The Alliance today announces that it has brought together the Land of Independents, (a group representing independent media agencies) to create the Alliance of Media Independents and take steps to become the UK’s Largest Independent Agency Community.

A Unified Voice for Independent Agencies in a Challenging Landscape

The agency landscape has been turbulent in recent years, marked by challenges, winners, and losers amidst industry consolidation. Despite the volatility, independent agencies have shown remarkable resilience and innovation. In response to this dynamic environment, the Alliance of Independent Agencies (The Alliance) is proud to announce two transformative initiatives that reinforce its commitment to representing and supporting the UK’s independent agency community.

The Alliance today announces that it has brought together the Land of Independents, (a group representing independent media agencies) to create the Alliance of Media Independents.

At the same time Agencynomics (a group of 1700 independent agencies) is to be merged into the Alliance and will transition its community into the Alliance over the next 6 months. 

These 2 additions to the Alliance’s existing vibrant membership underscores its position as the irrefutable Home of the UK’s Largest Independent Agency Community. 

These strategic moves are designed to ensure that independent agencies thrive in an ever-competitive market.

Alliance of Media Independents: A New Era for Media Agencies

The Alliance has joined forces with the core agencies in the Land of Independents to create the Alliance of Media Independents (AMI), a dedicated community for the UK’s independent media agencies. This initiative builds on the Alliance’s existing broad membership, focusing specifically on the unique needs and opportunities of media agencies.

At launch, AMI agencies represent over £800 million in Nielsen billings. According to Campaign, this places them collectively as the UK’s third-largest media buyer, trailing only EssenceMediacom and OMD. AMI aims to expand its influence further, targeting representation of £1.25-1.5 billion in billings.

Key Goals of AMI:

  • Delivering exclusive, tangible benefits tailored for media agencies
  • Strengthening relationships with media owners, partners, and suppliers
  • Organising high-value events for staff across all levels of independent media agencies

Leadership and Vision Martin Woolley, Chair of What’s Possible Group, will serve as AMI’s inaugural Chair, supported by Paul Phelps, CEO of AMS Media Group, as Vice Chair. Reflecting on the journey, Woolley said:

“During the pandemic, the Land of Independents agencies proved that collaboration among competitors can drive extraordinary value. AMI will continue fostering this spirit, helping media independents compete with larger networks by leveraging their collective power and expertise. Our goal is to ensure advertisers have a real choice, beyond the ‘17 shades of vanilla’ often served by global networks.”

Terry Martin, Managing Director of the Alliance, added:

“The Alliance’s rapid growth to over 100 independent agencies reflects the demand for a unified voice. AMI will address the specific challenges faced by media agencies, enhancing our partnerships with media owners and suppliers to create even greater value.”

The Strategic Partnership with Agencynomics

In tandem with the launch of AMI, the Alliance has entered a strategic partnership with Agencynomics. This collaboration brings together two powerful communities to deliver unparalleled resources, insights, and support for independent agencies.

Key Features of the Partnership:

  • The Alliance now represents over 1800 agencies, solidifying its position as the largest independent agency network in the UK.
  • Agencynomics’ founder-only community and Cactus’ expertise in M&A and growth advisory will complement the Alliance’s mission to support independent agencies at every stage of their journey.

Terry Martin emphasised:

“By integrating Agencynomics into the Alliance, we are creating a single platform that caters to the diverse needs of the independent agency sector. Together, we will foster growth, collaboration, and innovation.”

A Stronger Future for Independent Agencies

These initiatives reflect the Alliance’s unwavering commitment to ensuring the success of independent agencies. The creation of AMI and the partnership with Agencynomics offer a robust framework for navigating the complexities of the modern market. With these efforts, the Alliance continues to be the definitive home for the UK’s independent agency community.

AMI Agencies at Launch:

  • AMS Media Group
  • Bountiful Cow
  • Crossmedia
  • December 19
  • JAA Media
  • PASHN
  • Republic of Media
  • The Specialist Works
  • The7stars
  • Total Media UK

Together, these agencies represent £818.8 million in billings, as reported by Campaign.

For more information about the Alliance of Independent Agencies, the Alliance of Media Independents, or the strategic partnership with Agencynomics, please contact info@allindependentagencies.org