Q] How did the agency come into being? What sparked the idea, and what was your original vision?
Over time, I’ve come to see that awards, campaigns, and revenue are not the core product of an agency; they’re the outcome. The real product is culture. When the culture is strong, everything else follows. If people feel supported and valued, they create great work. That’s what we focus on at tgthr.
Q] Is this a good time for independent ad agencies? Are brands more open to fresh collaborations now?
This is a great time for independent agencies to thrive. Large networks are struggling with their scale, and clients feel that the depth and originality of thinking have declined.As a result, they have started exploring conversations with independents for most of the interesting work they want to create.
Q] What challenges do young agencies face today, and what key advantages do they have over bigger networks?
Attention. Because of their sheer scale, senior staff at larger networks often can’t dedicate the necessary attention to the briefs and clients that truly need it. For that to happen, either a crisis or a huge billing project typically needs to be at hand. This isn’t the case with younger, independent agencies. Their commitment to the work is evident in the close attention they give to projects that deserve it. This focused attention is often where much of the magic happens.
Q] How challenging is it to win pitches against legacy agencies with bigger budgets and long-standing client ties?
The struggle is real for independent agencies. In addition to relationship-building and competing with deep pockets, global alignments also need to be maintained. Whenever a large client engages with an independent agency, the India brand team often has to provide extensive explanations to their global counterparts. However, this tide is turning fast. More and more accounts are being opened up because clients are craving new energy.
