As part of NDA’s ongoing exploration of the independent agency sector, we sat down with David Lucy, Managing Director at december19, to discuss the agency’s journey, the rise of indie media shops, and the opportunities and challenges shaping the sector in 2025.
Can you start by telling us a bit more about december19 and how it all began?
We’re in our 15th year now. The agency was founded by Dan and Dave, both coming from large networks and feeling frustrated by the way media was being traded. Transparency and agnostic media planning were at the heart of the idea — creating a better and different kind of media agency.
The name comes from the date the idea was born, December 19th, which symbolised new beginnings. Initially, they started with nothing, picking up small bits of classified print work, which then expanded into wider offline channels. Over time, we’ve built up our capabilities and grown into performance and digital. I joined to bring a performance lens and help make our work more measurable and effective.
Over the last 18 months, we’ve launched our programmatic offering, built out our digital team, and now cover PPC, social, and most digital areas apart from SEO. But transparency and effectiveness are still central to everything we do.
The indie boom and what’s driving it
There seems to be a real boom in independent agencies right now. Are you seeing that too, and what do you think is behind it?
Absolutely. Last year was a great one for us and we’re hoping for more of the same this year. We’ve picked up clients coming out of the big holding groups, and we’re seeing more indie-only pitch lists, which definitely wasn’t the case a few years ago.
Clients want more control, more visibility, and better service. There’s frustration with not knowing what’s on the media plan, and not getting proper rationale when things change. That’s where indies like us can step in. offering care, rigour, and proper explanations, especially for clients with smaller budgets who need every pound to work hard.
Talent, transparency and agency culture
What are the biggest challenges for indies right now? Is talent still one of them?
It is, particularly at the senior end where networks can offer huge salaries. But we’ve had some great hires recently, including one who left a network to join us for the same salary because they wanted more say and influence.
That’s not for everyone though. Indies bring visibility and accountability, and some people find that pressure too much.
To thrive in an indie environment, you need to want that influence. You need to care about how your work impacts the business. At our size, around 30 people, you can see the direct effect of your work, which is incredibly rewarding.
How is technology helping to level the playing field for indies?
Massively. Over the last year, we’ve built a transparent programmatic product using the same tools that big networks use. You don’t need a hundred people to make it happen, just smart, tech-savvy individuals.
That said, we do face challenges with support from platforms like Google and Meta, which tend to ignore smaller spenders. That’s where the Alliance of Media Independents could play a role. By combining forces, we might be able to get the same attention the big spenders do.
On the AI side, there’s a balance to strike. Large groups are doing impressive things, but we’ve heard of red tape too, like needing approval forms to input AI prompts. Indies can move faster and adopt new tools more flexibly. That agility will be key in areas like AI and emerging digital platforms.
There seems to be a really supportive atmosphere between indie agencies right now. Is that something you’ve experienced?
Definitely. We’ve all got similar challenges, and there’s a strong network of “frenemies” across the indie space. We meet up, share frustrations, have a laugh, it’s genuinely collegiate.
Maybe it’s because there’s enough business out there for everyone, or maybe it’s because there’s a real sense that this is our moment. The rising tide lifts all boats, and I think many of us believe that by supporting each other, we all benefit.
Do you think there’s a ceiling for what indie agencies can achieve, especially when it comes to the biggest global accounts?
That depends. Some of the bigger indies are now picking up really sizeable accounts, and I think the skills and tech exist in the indie space to serve large clients well.
For us at december19, we’ve always focused on clients that need more care and service, often with smaller budgets. But those budgets can grow. One client came to us spending under £1 million in their first year. Last year, they spent close to £15 million.
So, it’s not about ruling out big budgets. It’s about finding the right clients, delivering for them, and growing with them. We’re passionate about helping businesses scale, that’s where we add real value, and that’s what keeps us grounded in our mission.
