Independent Agencies Are on the Rise
Brands are shifting away from large, slow-moving agencies. In Episode 8 of Beyond the Billboard, Daniel Weiner of You Should Talk To explains why independent agencies are better suited for today’s marketing demands. These smaller shops move faster, specialize more deeply, and build stronger client relationships.
Watch the full video below.
“The words that come to mind are nimble, speed. That’s what sets independent shops apart.” – Daniel Weiner
Speed and Focus Win in Today’s Market
Marketing moves fast. Independent agencies deliver quicker results because they are not slowed down by layers of approval or big-team logistics. Weiner points out that tasks which might take days or weeks at a large agency can be turned around in hours at a smaller one.
“Things that may take one person an hour to do may not even get started for a week or two at bigger shops.” – Daniel Weiner
Clients Want More Than Just Output
Brands want partners who care. Smaller agencies tend to offer better client service, driven by a focus on building real relationships. Working with a tight-knit team makes brands feel more valued and understood.
“You feel a little warmer and fuzzier working with a smaller group who cares more about the business.” – Daniel Weiner
The Content Crisis: More and Faster
Nearly every brand struggles with content production. The demand for high-quality, fast-turnaround content has never been higher. Independent agencies can help brands meet these demands without sacrificing creativity.
“Everybody thinks they have a content problem. They need more content, and they need it faster.” – Daniel Weiner
Breaking the Myth: Agencies Aren’t All the Same
Not all agencies are slow, expensive, or disconnected. The key is finding the right partner. Like restaurants, some agencies are great, and others are not. Brands must focus on fit, communication, and shared goals rather than relying on outdated assumptions.
Creativity Needs Freedom, Not Just Attribution
Weiner reminds us that if brands only invest in easily measurable tactics, they risk losing creative edge. Some campaigns need room to experiment and evolve, especially in a world where everything moves quickly and attention is limited.
“If you only do stuff that is directly attributable, creativity is often stifled.” – Daniel Weiner
Successful Partnerships Take Work
Agencies cannot promise guaranteed success. They promise effort, learning, and refinement. A brand-agency relationship should focus on iterative growth, where both sides adjust based on what works and what doesn’t.
“If it was easy, every company would be incredibly successful once they decide to turn the faucet on.” – Daniel Weiner
Key Takeaways for Marketers
- Look for independent agencies that match your speed and needs.
- Focus on specialization, not one-size-fits-all solutions.
- Build real relationships for better collaboration and results.
- Balance fast content production with authentic brand storytelling.
- Allow room for creativity, not just direct attribution.
- Choose agency partners based on fit, not size or name.
Listen to Episode 8 of Beyond the Billboard
Get more insights from Daniel Weiner on how independent agencies are shaping the future of marketing. Understand what brands need to know about agility, content, and creative partnerships.
🎧 Listen now → Epsiode 8