Agency Business #39: Campaign’s Luz Corona on the Rise of Indie Agencies and the Changing Trade Landscape
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Sep 22, 2025 In this discussion, Luz Corona, the Editor of Campaign US, reveals her insights into the advertising agency landscape. She highlights the surge of independent agencies as they challenge traditional holding companies, emphasizing personalization and transparency. The conversation turns to AI's transformative effects on staffing and creative processes. Luz also identifies sports marketing as the next frontier for growth, where both indie firms and holding companies vie for attention. Finally, she delves into the latest agency news and what it means for the future of the industry.
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Indie Agencies Are Rising
- Independent agencies are rising as senior talent leaves holding companies to fix what they disliked in corporate life.
- Campaign US watches this trend closely because it reshapes client choice and industry structure.
Use 100-Day Follow-Ups
- Revisit leadership hires after 100 days to move beyond press-release coverage and get measurable perspective.
- Campaign US uses this cadence to produce deeper, less speculative reporting for the agency beat.
Personalization Trumps Bloat
- Indies win on personalization, transparency and tighter teams where senior people do the work clients expect.
- Holding companies still offer one-stop capabilities but suffer reputationally from opaque fees and overpromise.