Independent agencies may look to expand into emerging channels but a strategic approach is imperative, says, Jason Warner, Director, UK & EMEA, SBS:
“2025 will be make-or-break for many independent agencies as the uncertainty in the market continues to buffett and squeeze profits. While growth will be slow, budgets are still set to expand by +5.9%, signalling that there are opportunities available for those willing to grab them. Expanding into emerging channels, such as CTV, gaming, and retail media, will be tempting to every independent agency as a way to stand out. Still, care needs to be taken that moving into these channels is done in a sustainable and strategic way.
Critical to this is investing in the talent you already have in your team, upskilling them, and building out their expertise to succeed in these new channels. There also needs to be an awareness of the intricacies of the latest tools within these channels. Over-stuffing your programmatic tech stack with solutions only leads to wastage. Instead, a considered approach will ensure that spend within these new channels is maximised, driving ROI in the process.”
