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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.

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 90+ 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.

Learning & Development Programme

All in 90 minutes…we have put together a series of short virtual workshops aimed at developing key agency skills. They are all led by our experienced and highly regarded trainers and are excellent value. Places are limited so book yours today.

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All of our members have clients and people in common which is why we have launched The Foundation Certificate in Client and People Management. Delegates select 8 training courses out of 16 from the All in 90s programme which have to be completed in a 12 month period.

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The Diploma in Integrated Marketing consists of a combination of workshops, assignments, evening events and a challenging set brief.  The course will give delegates an unparalleled insight into what it takes to be an outstanding agency person of the future.

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The Excellence programme has been designed to deliver high quality, intensive small group training to agency people.

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Mental Health First Aid and Mental Health Aware training, certified by MHFA England, and in association and partnership with our partners EventWell and Balancing Edges.

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In-house Bespoke Training is an excellent, often cost effective, way to meet specific Agency training objectives.

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We believe in the value of coaching and want to help agencies build high performance teams through realising the full potential of their people.

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Our brand new Masterclass programme is designed for senior people with a minimum of 5 years agency experience. Each course lasts for 2 hours and focuses on the core areas of, Agency Management, Leadership, Wellbeing, Diversity and Inclusion and Client Growth.

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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.

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DEI Action Group (Hybrid – Member Event)

Full details of this hybrid session will be updated closer to the time, but please…

MHFA ENGLAND CERTIFIED TRAINING : Mental Health Awareness (4 Hour Online Workshop)

MHFA ENGLAND CERTIFIED: MENTAL HEALTH AWARENESS This is an introductory four-hour session to provide an…

MHFA ENGLAND CERTIFIED TRAINING : Mental Health Awareness (4 Hour Online Workshop)

MHFA ENGLAND CERTIFIED: MENTAL HEALTH AWARENESS This is an introductory four-hour session to provide an…

MHFA ENGLAND CERTIFIED TRAINING : Mental Health Awareness (4 Hour Online Workshop)

MHFA ENGLAND CERTIFIED: MENTAL HEALTH AWARENESS This is an introductory four-hour session to provide an…

Workshop 12 – Commercial Awareness (VIRTUAL)

WORKSHOP SLIDES WORKSHOP RECORDING Synopsis Putting together a profitable budget Avoiding overspends Talking confidently with…

Workshop 11 – Getting The Legals Right (LIVE)


Workshop 9 – How To Be A Strategic Partner (VIRTUAL)

WORKSHOP RECORDING WORKSHOP SLIDES Synopsis Understanding the client business and the brief. What do clients…

Workshop 10 – Amplifying the Creative Message (VIRTUAL)

WORKSHOP SLIDES WORKSHOP RECORDING Synopsis Live examples of creative ideas in rough format. The steps…

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