"Independent advertising agencies are now being considered for selection; this is a novelty"
The Alliance of Independent Agencies (AIA) and the Land of Independents unveiled the Alliance of Media Independents (AMI) on January 15. Martin Woolley, chair of What's Possible Group, will oversee the AMI as its chair, while Paul Phelps, CEO of AMS Media Group, will serve as vice-chair.
A host of agencies will join the AMI, including AMS Media Group, Bountiful Cow, Crossmedia, December19, JAA Media, Pashn, Republic of Media, The Specialist Works, The7stars, and Total Media UK.
Martin Woolley shared the inspiration behind the AMI and its objectives in an exclusive interview with our website. Speaking on the formation of the AMI, Woolley revealed that the idea was born out of a shared need for guidance during the unprecedented challenges posed by the Covid-19 pandemic.
During the initial stage of the pandemic, media agencies faced uncertainty due to factors such as shifting consumer behavior and economic downturn. Woolley stated that a Bain & Company article, acting as a guide on what to expect and potential strategies to adopt, played a pivotal role in fostering dialogue among various agencies.
According to Woolley, the collaborative spirit created by the shared environment was evident, and the participating media agencies shared a particular set of commonalities that distinguished them from their counterparts in other agencies.
The successful realignment of these disparate entities led to the creation of the Land of Independents. The initiative gained traction for bringing competitive media agencies together for the greater good of the industry. The AIA expressed interest in collaborating with this new entity as they recognized the value it could offer to media agencies.
The benefits of joining the AMI are manifold. According to Woolley, the alliance aims to provide media agencies with access to a robust network of support services, such as training, events, and staff surveys, while fostering a close-knit community.
The collective purchasing power of the AMI is also noteworthy. With an estimated media spend ranging between £0.8 to £0.9 billion, the AMI stands as a top-three buying point in the country, according to Nielsen. With a shared vision of creating a significant impact on the market, the AMI hopes to surpass the £1.25 billion mark, potentially securing the second-largest buying point in the country.
Major media owners, like Sky, ITV, and Meta, have already expressed interest in engaging with the AMI. This reflects the appeal of a streamlined approach to working with multiple independent agencies instead of dealing with the fragmented and time-consuming process of interacting with individual entities.
Speaking on the growth of independent agencies, Woolley attributed it to the increasing trend of clients preferring smaller outfits for their media needs. With networks tailored for large multinational clients, smaller domestic advertisers have been turning to independent agencies, impressed by their progressive approach and personalized service.
AI is also making waves in the industry, yet its impact on indie agencies is undergoing examination. While AI can democratize access to resources, its widespread adoption may affect scale's importance, especially in the people-driven industry of media.
The vision for the future of the AMI is positive, according to Woolley. He hopes the alliance leaves a lasting legacy by enabling independent media agencies to reach their full potential in the market. With a focus on digital innovation, collaborative storytelling, and ongoing education and training, the AMI intends to empower independent media agencies and champion their cause.
- The Alliance of Media Independents (AMI) aims to offer media agencies access to a network of support services, such as training, events, and staff surveys, fostering a close-knit community.
- Major media owners, like Sky, ITV, and Meta, have shown interest in engaging with the AMI, as a streamlined approach to working with multiple independent agencies could be more efficient than interacting with individual entities.
- With a focus on digital innovation, collaborative storytelling, and ongoing education and training, the AMI intends to empower independent media agencies and champion their cause, ultimately leaving a lasting legacy by helping these agencies reach their full potential in the market.
