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Adapt to Thrive: how the agency model is changing

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Ad Tech Consumer Behaviour Digital Out Of Home
Ad Tech Consumer Behaviour Digital Out Of Home Ecommerce Effectiveness Market Overview Transparency User Identity

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SBS's new whitepaper looks at the rise of independent agencies in the UK 

New insights from Vodafone, Vega Comms, Condé Nast, Responsible Media Advisory, and marketing management consultant Ivan Fernandes explore how the independent agency model is adapting alongside a rapidly evolving industry.

The data - which forms part of SBS's new whitepaper - shows growing momentum in this space, with 90% of independents already collaborating. Yet key challenges remain:

  • 71% say adopting new tech is still a major hurdle
  • 60% struggle with cross-agency coordination
  • 39% are tied down by legacy holding group contracts

The findings point to a need for smarter tools, closer collaboration, and a fresh approach to scaling in today’s landscape.

Read the full report

By Cat Hartland, Growth Lead

SBS

SBS is a programmatic curation partner that supports brands and independent media agencies in managing the efficiency and effectiveness of programmatic media

Posted on: Tuesday 29 July 2025

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