Independent Media Agencies vs Large Holding Groups

Independent Media Agencies vs Large Holding Groups

24 July 2023 |

Media and Advertising Industry

The differences between Independent Media Agencies vs Large Holding Groups and choosing the right option can significantly affect the company’s marketing efforts and bottom line. Here are four key factors to consider when assessing Independent Media Agencies vs Large Holding Groups. 

1. Agency’s Expertise and Experience

One of the most crucial considerations is the media agency’s expertise and experience. While large holding groups might boast a wide range of clients across numerous industries, independent agencies often specialise in particular niches or sectors.

It can be beneficial to align with an agency that understands the unique challenges and opportunities your sector presents. An independent media agency can offer personalised services based on their extensive experience, ensuring your brand message is effectively communicated to the target audience. Make sure to ask for case studies, client references, and details about their previous campaigns to gauge their expertise.

2. Transparency

Transparency in a business relationship cannot be overstated. When partnering with a media agency, transparency in financial dealings, performance metrics, and operational procedures is pivotal. Some larger holding groups might have complex organisational structures which could lead to less clarity in business dealings. On the other hand, independent agencies are often more open in their communication and more transparent with their pricing structures and services. A transparent agency will make it easier for you to track your advertising investments and evaluate the ROI.

3. Digital Proficiency

In the digital age, it is crucial that your chosen media agency is proficient in all aspects of digital advertising. From understanding the latest trends in SEO and SEM to possessing skills in programmatic media, social media marketing, and data analytics, the agency should be adept at using digital platforms and tools. An independent media agency, often more agile and up-to-date with digital trends, can provide cutting-edge strategies to navigate the complex digital landscape.

4. Scalability

For any medium-sized business, the potential for growth is always on the horizon. The media agency you partner with should be able to scale their services as your business grows. While large holding groups may have an extensive network and resources to support growth, they may also be stretched thin servicing larger clients. Independent agencies can often provide more flexibility, customisation, and attention to their clients as they grow. They are more likely to adapt their strategies and services to cater to your expanding business needs.


While large holding groups may offer a broad array of services and resources, an independent media agency may provide more personalised, transparent, and flexible services. This allows for a more tailored approach to media advertising investments, which can be particularly beneficial for medium-sized businesses. The key is to thoroughly evaluate each agency’s expertise, transparency, digital proficiency, and scalability to make the most informed decision. This will ensure that your media advertising investments are well-managed and generate the highest possible returns.

Get in touch with an ADMATICian today so we can help you grow your business with a personalised, transparent and flexible approach.