Independent agencies are increasingly collaborating to match the scale of holding groups, with 90% in the UK working together to expand services and win new business, according to SBS’s report Adapt to Thrive.
Benefits cited include greater service capabilities, access to new markets, and stronger pitch performance. However, challenges remain, such as co-ordinating different billing models, maintaining brand identity, and building trust.
Technology is seen as a key enabler, but 71% of agencies face adoption barriers due to lack of training, support and time. Despite this, the landscape is shifting, with collaboration emerging as a key growth strategy for indies.