Last week at Goafest, the Abby One Show Awards put independent creative agencies in the spotlight as they dominated the winners’ list, outshining network agencies such as Leo, FCB and McCann Worldgroup. While Ashish Khazanchi’s Enormous bagged the prestigious Creative Agency of the Year title, Famous Innovations was the only firm to walk away with two Grand Prix.
The winds of change are clearly blowing across the creative industry where industry awards have previously been dominated by network agencies. Other independent agencies like ^a t o m, OPEN Strategy & Design and tgthr also made their presence felt at the Abbys last week.
Rohit Ohri, founder of OHRIGINAL and former FCB global partner, believes the Abby Awards are a wake-up call for large network agencies. While network brands turned in solid performances, the independents stole the show with originality and fearless storytelling.
Tribes Communications, known more for its work in experiential marketing and outdoor solutions, pulled off an impressive performance at this year’s Abbys with a metal haul of 18, including a Grand Prix and five gold. Arpan Jain, chief creative officer at Tribes Communications notes that independent agencies thrive by being agile, focused, and unburdened by layers of hierarchy.
So, are larger agencies ceding ground to smaller firms? Or is it that devoid of layers and red tape, they are equipped to hit innovative ideas? Or is 2025 just a flash in the pan?
But first things first. What separated men (read network agencies) from the boys (independents) was the depth of their pockets. They could access or commission market and advertising research from experts — something way out of the reach of smaller outfits. Now smaller agencies have access to huge online data sets and expert analysis. Also, independent agencies found it next to impossible to execute mass media campaigns to mass audiences. Digital media has queered the pitch for the big guns. Platforms like LinkedIn Campaign Manager and Google Ads are available to all, levelling the playing field to a large extent.
All this is not to say network agencies have stopped being impactful. They still account for 70-75% of the advertising business, as per industry estimates.
Santosh Padhi, founder, CCO & chairman of Into Creative, points out that it is the big agencies who handle large global brands and command a larger share of the industry. “Network agencies are trapped because the focus is often more on revenue and profitability, thus compromising the creative output and culture of the agency. It is unfortunate that agencies in the business of brand building are not paying attention to their own brands,” says Padhi.
Size does matter
According to Ohri, many network agencies have become risk-averse, process-heavy, and creatively cautious. But there’s a deeper issue. “Global networks are in flux with mergers, acquisitions and leadership reshuffle. There’s a cloud of uncertainty hanging over the industry. And nothing kills creativity faster than fear.” In contrast, independents are hungry. And that hunger is translating into world-class work, he adds.
The last few years have seen several shifts and mergers among creative agencies. In 2023, WPP merged Wunderman Thompson and VMLY&R to create the newly formed VML. Last year, Omnicom Group and Interpublic Group (IPG) announced their merger, which is expected to create significant disruptions in the advertising industry.
Having worked with both small and large agencies, Nisha Sampath, managing partner, Bright Angles Consulting, says smaller firms tend to have more experienced resources in the form of founders or consultants, who are firmly focused on their clients’ businesses. This doesn’t guarantee award-winning creativity, but it tends to lead to strategically sound creative output. “Larger agencies, on the other hand, are overwhelmed. Diversification into AI, digital services and new technologies can dilute focus,” says Sampath.
Regional depth is another factor that gets overlooked by global agencies. “Cultural nuance and grassroots understanding are key in a country like ours. Independent agencies, with their local presence and integrated structures, are better positioned to tap into regional insights—bringing sharper relevance, faster execution, and more meaningful connections with audiences on the ground,” remarks Jain of Tribes.
Sampath adds that at the end of the day the creative business is about people and it cannot be treated like IT or manufacturing. “When the business stops nurturing people, and the time and space they have to be ‘personal’ about their business, creativity won’t fly. It will be stifled.”