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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!

Social Contribution of UK Advertising 2024 – Advertising Association

NEW REPORT HIGHLIGHTS VITAL IMPORTANCE OF ADVERTISING’S SOCIAL CONTRIBUTION  Credos reveals a 10-percentage point increase in the number of people…

AA: UK retains second place ranking at Cannes Lions 2024

We are delighted to announce that we celebrated continued success at the Cannes Lions 2024 award stage, with the UK…

AA Responds to 2024 General Election Result

In response to the 2024 General Election result, the Advertising Association has issued the following statement. Stephen Woodford, CEO, Advertising…

AA Responds to Cabinet Appointments

Following the recent Cabinet appointments, the Advertising Association has issued the below statements. On the appointment of Jonathan Reynolds MP…

Challenging the Mighty Zambezi for Clean Water

Darren Low, Logic+Magic MD, is Challenging the Might Zambezi for Clean Water “This July, I’ll be pushing my limits as…

‘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…

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
Identity strategies in the era of private advertising with Microsoft Advertising

Join Microsoft Advertising on July 23, 2024, for a cutting-edge webinar that delves into the dynamic world of Identity solutions in the age of private advertising. This 45-minute virtual session,…

Agencies are Obsolete! Now What!?! – New Business Action Group (Member Event)

Agencies are Obsolete! Now What!?! As AI reshapes the creative landscape, are traditional agencies becoming relics of the past? Join industry provocateur Jon Bains as he challenges the status quo…

In The Hotseat with Guy Parker: CEO Advertising Standards Authority (ASA)

For the first time since 2014 advertising is no longer the least trusted industry (Energy & Banking are fighting for that position). This improvement in the public’s greater trust in…

How agencies must adapt their business model – The Procurement Perspective – CEO Summit (Member Event – By Invite Only)

Prompted by the alarming conclusions of the Forrester Report (Agencies that master these conditions will build sustainable economic models; those that resist will struggle) at the end of 2023 in…

From Ideas to Implementation: The Role of AI in Creative Process

Join Alliance partner Instreamatic & Alliance Member Ignis for this roundtable on: From Ideas to Implementation: The Role of AI in Creative Process Join Emma Yagmurovo, Simon Dunlop & Darren…

Financial Wellbeing in the Workplace: How to Get Started and Keep Going… (Member Event) – WELLBEING ACTION GROUP

FINANCIAL WELLBEING IN THE WORKPLACE: How to Get Started & Keep Going...   We are excited to announce that Talia Loderick, Money Coach, will be hosting a session on "Financial…

The “retail media revolution” what’s in it for Independent Agencies? – with Halo

The "retail media revolution" what’s in it for Independent Agencies? – with Halo The "retail media revolution" is here but what does it really mean for Independent Agencies and how…

Retail Media Essentials Webinar with Nectar360

Retail Media Essentials Webinar with Nectar360 Join us on Tuesday 16th July for our first Nectar360 webinar, Retail Media Essentials aimed to give you an introductory overview of retail media.…

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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