The WARC Podcast A new rebel alliance: the rise of indie strategists
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Jul 22, 2025 
Join Faris Yakob, an independent strategist and author, Tom Morton, founder of Narratory Capital, and Suzanne Powers, creator of All And, as they explore the shift towards indie strategy practices. They discuss their motivations for leaving traditional agencies, how they're reshaping business models, and the creative collaborations that drive unique brand offerings. The trio emphasizes the need for innovation in marketing strategies, tackling challenges in transitioning roles, and the power of community in enhancing creativity.
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Faris Yakob's Nomadic Start
- Faris Yakob started his indie strategy life with nomadic consulting, traveling globally from gig to gig for 10 years.
- His journey began organically, with clients reaching out unexpectedly after he left agency life.
Foundational Strategy is Missing
- Foundational strategy work—answering who you are and who you serve—is increasingly missing in agencies.
- The strategy industry is fragmenting, with client demands shifting from stable agency relationships to atomized projects.
Shift from Strategy to Media
- Strategy once led the creative process, but media and customer data now dominate agency offerings.
- Clients increasingly prioritize measurable performance over big, integrated brand strategy platforms.