Being independent does not have to mean working alone.
That was the message at our first ACG Live event, held at Kantar’s Vivo Building in London on 17 September.
Opening the afternoon, ACG Chair Scott White reflected on the importance of independence and the opportunities created when agencies combine their strengths while retaining the agility and specialist expertise that set them apart.
What do brands really want?
Our first panel brought together senior marketers from DHL, Aviva, Wren Kitchens and Mars to explore what clients expect when multiple agencies work together.
The discussion highlighted the importance of clear communication, shared accountability and agencies understanding both their strengths and how they behave as partners.
The panel also challenged the traditional pitch process and the time and resources it can demand. One clear message was that brands should invest more time in conversations and relationships, while clients increasingly want their agencies to recommend trusted specialist partners.
Collaboration in action
The conversation then moved to real examples from Kantar, Idea’s + Outcomes, AMS Group and Flight Feather.
Darren Low of Idea’s + Outcomes and Paul Phelps of AMS Group shared their experience of their agencies working together and the value that collaboration had created for both businesses.
Alistair Burns of Flight Feather also spoke about joining forces with Mr B & Friends to win Heidi as a client. Their work went on to win an Independent Agency Award, demonstrating what agencies can achieve when they combine complementary expertise.
Turning connections into opportunities
At the heart of the event was “Collaboration Connections”, a curated matchmaking session connecting agencies based on their skills, capabilities and potential fit.
The room quickly filled with conversations around joint pitches, specialist referrals, live client briefs and future partnerships. New relationships were formed and tangible opportunities emerged, showing exactly what the Agency Collaboration Group was created to achieve.
Terry Martin, Managing Director of the Alliance of Independent Agencies, said:
“Welcoming 70 people from 45 agencies demonstrates the appetite for greater collaboration across our community.
“By making specialist expertise easier to access and helping agencies build trusted relationships, the ACG can unlock bigger opportunities and deliver more connected solutions for clients.”
A huge thank you to Kantar for hosting us, all our speakers and every agency that joined us.
We would also like to thank the ACG committee: Chair Scott White (Brand Culture), Alice Goetz (Brand Culture), Rob Pryce (OnePointFive), Lis Anderson (AMBITIOUS), Darren Low (Idea’s + Outcomes), Darren Burroughs (MFM), and Terry Martin, Aimée Spragg and Lucy Keet (Alliance of Independent Agencies), who helped bring the event to life.
This was only the beginning. The Agency Collaboration Group will continue creating opportunities for independent agencies to meet complementary partners, build trusted relationships and unlock new opportunities together.
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