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We Thrive

Why we exist

Independent Agencies are a unique and special group of businesses and people; connected by their independent spirit, ideals and purpose, not simply their service offering. To be independent is something very unique, and very important in today’s evolving creative economy.

While the marketing landscape gets ever more complicated, one fact remains perfectly simple – the best ideas come from independent minds.

And in a world that asks more of businesses and brands than ever before, it’s the risk-takers and the game-changers that are best placed to do work that is impossible to ignore.

These attributes are the DNA of the independent agency community.

And it is building on this DNA that the Alliance of Independent Agencies exists to support the Independent Agency Community to:

  • Thrive at the heart of the UK’s entrepreneurial creative economy
  • Become the first choice for ambitious brands and marketers looking for the best ideas to transform their businesses
  • Celebrate their creativity, agility and ability to flourish irrespective of economic or social disruption

We are the Alliance of Independent Agencies.

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What we do

The Alliance of Independent Agencies brings the best and most forward-thinking independent agencies together to access the tools, resources, community, training and guidance to keep their offering as brilliant as their ideas and to maximise the return on their own energy, persistence, commitment and hard work.

And because we are run by the independent community, for the independent community we fly the flag for independents to the entire marketing industry and the people that work in it.

In a people industry we put people first and recognise that the roles that each perform are essential to delivering upon the purpose of each unique business.

Therefore  at the heart of what we do are Peer to Peer Groups that allow everyone in the agency, from the CEO to the newest intern, to be engaged in shaping and developing their skills and for others across the industry.

In addition to the Peer to Peer Groups, there is more formal training and panels discussions that address the issues that will enable our agencies to thrive – whether it be to promote diversity and inclusion or develop more sustainable and environmental programmes for agencies and their clients.

And finally we believe that a happy agency is a successful agency and therefore are keen to promote and deliver programmes that support the mental health and well being of everyone in the agency – whether it be by training Mental Health First Aiders (every agency should have at least one) or sessions around diet, exercise or just showing how the mind works.

Everything that our Alliance does is based on values of openness and collaboration, hence our partnerships across the industry with other trade organisations and service providers.

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