The independent agency world — news, work, people and thinking.
Less Than a Year in, HLoveCo Expands its Team as the Agency Builds the Future of Personal Brand Strategy
New hires will support HLoveCo’s mission to redefine how leaders build influence in a human-first economy.
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How This Rebrand Survived the Cracker Barrel Effect
FUSE Create renamed 70-year-old American Student Assistance to Brightbound — then stuck the landing while the rest of rebrand-Twitter was…
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Welcome to Guesthouse: The Agency That Asks First
Three years in, Mitch Bennett's Chapel Hill shop produces in-house, lands briefs in two meetings, and treats client marketing teams…
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The Best Met Gala Statement Wasn’t on the Red Carpet
Indie Spin: The one with the bulletproof dress, therapy in a pint, and an accidental fleet of pilots.
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Where Not to Use AI Is the Real Decision
Wondersauce co-founder John Sampogna says agencies are pouring their best hours into the wrong AI work
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Don’t Chase the Future. Shape It. – The Rise of Mid-America
Zac Pritchett, TRG's Chief Development Officer makes the case for mid-market, and middle America as a marketing growth area.
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Back-to-Back Iridium, a Coffee Truck That Recruited 500 Doctors, and the Quiet Death of the 80/20 Rule
Indie Spin: The one with the seven-meter chili pepper, Mike Perez's million-citation analysis, and a vinyl record about a faucet…
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A Practitioner’s Fix for the Broken Healthcare RFP
A former CMO and a longtime agency leader on what's broken in the healthcare RFP — and the framework taking…
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Sky Bunk Beds, Maya Angelou’s Confession, and the 47% Loyalty Cliff
Indie Spin: The one with Air New Zealand's NYC stunt, two Webbys for an AR project, and a $420M gaming…
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Step-Counting Chickens, Rethink at the Top of the A-List, and an Honest Earth Day
Indie Spin: The one with Webby sweeps, 21,000 chicken steps, and a 25-year exit interview.
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Gus Lands Lovesac as Co-Founders Step Into CEO and CCO Roles
Pablo NYC alum Maxie Etess joins as Head of Account Management as the five-year-old indie agency formalizes its senior-led model
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Cerulean’s Second Coming, Bruce the Goat, and a Mountain of Pencils
Indie Spin: The one with a Green Mountain goat, CMOs as first responders, and Gen Z's split verdict on kids.
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Privacy Premiums, Emmy Nods, and the Agency That Opened a Flower Shop
Indie Spin: The one with Response Media's HBR data, Colossus's Jon Stewart moment, and SuperBloom's retail experiment.
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No AI. No Shortcuts. Good Conduct Hand-Built Go Raw’s Breakout Spots
Denver's Good Conduct swaps software for hand-crafted latex in Go Raw's first national campaign after 22 years
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Candy-Crushed Arenas, Cinematic Shopping Lists, and the 39% of Agency Contracts That Forgot About AI
Indie Spin: The one with the anti-nicotine campaign terrifying the internet, the feature-length hot sauce film, and the metric that…
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SuperBloom House’s 5th-Birthday Move? Open a Shop and Give the Artists All the Money
Inside Flower Shop — the agency's new quarterly capsule store, kicked off with Chuck Anderson of NoPattern Studio.
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Horse-Powered Travel Planners and Other Reasons the Indie World Doesn’t Do Boring
Indie Spin: The one with predictive creator math, a Kentucky Fried three-peat, and a zombie game announcement nobody saw coming.
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Gus Turned Its Office Into a Tattoo Parlor. People Left With Permanent Ink
The Lower East Side creative strategy shop honored its space—a former tattoo parlor—with a Friday the 13th flash night.
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Record Players, Mob Bosses, and AI’s Privilege Problem
Indie Spin: The one with nuclear submarine vodka, a fake construction site in Soho, and 83.6% of shoppers who can't…