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The Alliance. Collective strength for the independent agency community.


Great people create great agencies

We’ll help you nurture great people as a priority. Helping you to shape your agency with inclusivity, diversity, wellbeing, and continuous professional development at its core.


Environments where truly exceptional work is the norm.

We’ll help you reflect the world we live in. Creating a sustainable, socially responsible culture with integrity and intent – championing opportunity and equality.


Ground-breaking client outcomes.

We’ll help you to develop your business, your people and yourself. By embedding the highest standards, we give our members that extra edge to deliver exceptional, value-added client outcomes.

Latest posts from Alliance Members & Partners

Information, launches, success stories and announcements from your community

Go to your Profile Page to post your news and join the conversation!

‘Now You’re Talking’ professional counselling service partners with IF Agency

Manchester headquartered Now You’re Talking, part of the TLC: Talk, Listen, Change group,  operates as a profit-for-purpose organisation. This means…

Accord Marketing promotes two senior execs to its Board, strengthening vision and expertise

Accord Marketing proudly announces the appointment of two Associate Directors to its Board – Jasman Ahmad, Strategy Director, and Richard…

Unlocking the power and potential of generative AI for advertisers and publishers – Microsoft Advertising

Over the last year, we’ve seen how Microsoft Copilot is transforming how people interact with the web. It’s influencing behavioral…

Putting our assets to work for publishers and advertisers – Microsoft Advertising

We’ve been on a journey at Microsoft Advertising to transform our business. Over the past few years, our strategic acquisitions…

Transforming Search and Advertising with Generative AI – Microsoft Advertising

Earlier this year, we began the incredible journey of reinventing search with the launch of the new AI-powered Bing, your…

Cutting through the noise to generate new demand – Microsoft Advertising

Imagine this: you’ve just launched a new product and you’re ready to take the world by storm. You’ve poured your…

Boost your creativity and productivity with Retail Media Creative Studio powered by generative AI – Microsoft Advertising

Retail media is a fast-growing industry that is expected to reach $100 billion in the next five years and will…

Microsoft’s Performance Max now available globally

Advertisers are always looking for new ways to deliver more results with less effort, and today we’re thrilled to announce…

The future of private advertising with Microsoft Advertising

A new era of digital advertising with privacy and relevance at the core As our industry continues to move away…

Microsoft Advertising at Cannes Lions 2024: A new world of possibilities

The Cannes Lions International Festival of Creativity is the world’s largest and most prestigious event for the creative communications industry.…

Consumer Research from the Elephant Room Serves Up the Future of Beer

Alliance member The Elephant Room releases its first Rulebreakers report, using proprietary talent network to create a blueprint for the…

The Creative Lab Campaign Launch – Changing the game for safer driving

Alliance Member Agency The Creative Lab are delighted to share their latest campaign launch: Changing the game for safer driving…

Agility and a Richness of Influences

Mark Lund sits down ‘In The Hotseat’ to discuss his experience of both Independents and networks Mark Lund, chairman of…

In Support of Advertising’s Self Regulation System: Whichever Government Is in Power?

The Alliance sits down with Mark Lund to discuss At a recent Health Summit held by The Times, the Shadow…

Manifesting Growth

Avantgarde’s Rachel Lewandowska and Sandra Perriot on the financial upside of being optimistic Agencies are currently brimming with optimism according…

Exclusive Opportunity for Alliance Members to Feature on the ‘How I Became’ Podcast

Exclusive Opportunity for Alliance Members to Feature on the ‘How I Became’ Podcast Introducing the ‘How I Became’ Podcast –…

The Independent Agency Conference 2023 Roundup

We hosted the Independent Agencies Conference last week and it was packed with a myriad of exceptional content from an…

The Alliance Partners With Instreamatic!

The Alliance is keen to work in collaboration with those products and services that genuinely add value to agencies in…

Wasserman Experience gets significant value from our Alliance membership across the business; from expert and targeted training to free events for the next generation of talent, to peerless commercial opinion, industry insights and powerful new business initiatives

Senior Vice President Wasserman Experience

This is what joining
The Alliance is all about:
Better connectionsIndependenceTraining & supportPioneering standardsBest practise

Great people create great agencies: environments where truly exceptional work, and ground-breaking client outcomes, are the norm.

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Everything You Need for Success...

Better Connected

Better connected

The Alliance connects you to the brightest and best thinkers in the business. Stay informed about what’s hot and what’s not, who you need to know, and how to face the uncertain economic challenges ahead.

Teaching, Training And Mentoring Support

Teaching, training and mentoring support

Access an extensive learning and development programme. Join the best and most forward-thinking teachers, trainers, leaders, practitioners, creators, thought leaders, and entrepreneurial minds.

Independent – But Not Alone

Independent – but not alone

Independent doesn’t have to mean isolated. Our 11 peer-to-peer Action Groups ensure the very latest ideas, trends, insights, and developments will never pass you by.

Championing Great Work

Championing great work

Share and celebrate the finest independent creativity and campaigns every year. The Independent Agency Awards showcase the power of free, entrepreneurial thinking
by 100+ Alliance members.

Pioneering Professional Standards

Pioneering professional standards

All members are verified by a third party and abide by a Code of Conduct. Clients can be sure independent Alliance agencies operate to the highest professional and ethical standards.

Measuring And Benchmarking Best Practice

Measuring and benchmarking best practice

Share in benchmarking surveys around leadership, diversity & inclusion, value, and purpose. Plus, agency leadership polls exploring issues like client fees, salaries, flexible working, and more.


Our events programme provides a cutting-edge, inclusive and dynamic programme for innovation, connectivity and debate.

We connect independent minds with the best thinking in the business.

View all events
Collective Alliance Member Knowledge – What are your biggest DEI Challenges? – DEI ACTION GROUP (Member Event)

Collective Alliance Member Knowledge – What are your biggest DEI Challenges? The Alliance DEI Action group meets quarterly to help create real inclusion progress within our agencies. Our meetings are…

TikTok Creative Codes – Secrets for Success 11th July

TikTok Creative Codes - Secrets for Success Who Should Attend: This workshop is ideal for digital marketers, content creators, and social media managers from independent agencies who are looking to…

TikTok Creative Codes – Secrets for Success

TikTok Creative Codes - Secrets for Success Learn more about how your agency can leverage TikTok's solutions for clients & ask questions directly to our TikTok agency expert. Who Should…

Alliance People Pulse Q2 2024 – The Findings

Join us for the findings on the Alliance People Pulse for Q2- presented by Annabel Dunstan from our trusted partner Q&R, we will discuss this quarters results - the good,…

GWI Retail Insights: You Are What You Buy – Strategy & Planning Action Group

GWI Retail Insights: You Are What You Buy - Strategy & Planning Action Group The Alliance & our Member Lead - Emma Martin, Managing Partner at The Specialist Works are…

Roundtable: Synergy or Substitution – Why your new colleague won’t need a coffee break (Member Event) – By invite only

Synergy or Substitution Roundtable - Why your new colleague won't need a coffee break In an era where AI’s capabilities are skyrocketing, “Synergy or Substitution” explores how AI is reshaping…

Winning Online Sales With a Programmatic Strategy – With StackAdapt

Join us on Thursday 6th June for our upcoming webinar, Winning Online Sales With a Programmatic Strategy, and get ready to dive into successful digital marketing and e-commerce strategies. Hear…

Embrace AI: Empowering growth for businesses of all sizes with Microsoft Advertising

Propel your advertising strategies to new heights! Register now for Microsoft Advertising’s exclusive virtual event on May 15th 4PM BST, where you’ll discover firsthand how to harness the power of Copilot in…

Learning & Development Programme

We connect independent minds with the best thinking in the business.

The Alliance Learning & Development Programme has been designed through consultation with our members, trainers and industry leaders, providing relevant and timely interventions to meet the changing needs of our industry. We provide comprehensive training for the entire organisation.

See Our Training Programme

Forthcoming Training Sessions

TRAINING : Managing Pressure and Building Resilience
TRAINING : Marketing your Agency
TRAINING : Selling for Non-Sales People
EXCELLENCE TRAINING : Excellence in Account Direction
EXCELLENCE TRAINING : Excellence in Account Management
EXCELLENCE TRAINING : Excellence in Account Management
TRAINING : How to Build Empowered Teams
TRAINING : The Power of Active Listening
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