Sydney L!VE - Behind indieland’s growing market share

By Ruby Derrick | 24 May 2023
Louise Hutley, Brittany Lefave and Lenton Reddy.

Pubmatic director of advertising solutions Brittany Lefave, Amobee and Unruly director of growth Lenten Reddy and StackAdapt senior manager of client services Louise Hutley, sat down at AdNews Sydney L!VE, Indie-Pendence Day, to discuss how the sector has developed in recent years and where the market is moving next.

The market has changed immensely with IMAA  (Independent Media Agencies Australia) formed in 2020 with around 20 members and has grown to more than 160.

“A lot of the founders of indie agencies have come from agency holding companies and they’ve built a business model around what they perceived as a gamut. They've created an entire business around it,” said Lefave. 

Hutley from StackAdapt said it’s been great to be able to work for people passionate about trying new things. 

“I’ve seen a lot of people actually drifting from big agency holding groups into independents - which is just testament to how exciting that industry is and how it’s going,” said Hutley.

“That passion to ensure technology is accessible to all remains within us.”

Reddy said independents should be digging deeper, taking the data out there, making sense of it and asking clients the right questions.

“Can your vendors come back with something that’s insightful and compelling and then be able to take that brand’s story and personalise it?" he said.

Reddy noted the importance of keeping up with the changing dynamic between independent agencies and group agencies. 

“We all do revert back to something we find comfortable at the end of the day, and being able to have that agility and flexibility does really help," said Reddy.

Thank you to our supporting partners: AMOBEE/UNRULY , Foxcatcher, PubMatic, StackAdapt. Associate partners: blis, JUSTEGGS, MIQ, Quantcast. And friend of AdNews: IMAA.

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