Photo: Alliance of Media Independents Founding Members – Back Row: Rory Davies, Media Campaign; James Smith, The Kite Factory; Tom Wigley, VCCP; Tim Heden, Electric Glue; Dan Kirby, White Spider; David Swanell, PASHN. Middle Row: Wayne Lewis, Lavery Rowe; Sally Winfield, Accord; Sally Weavers, Craft; Paul Phelps, AMS; Celine Saturnino, Mediaplus; Martin Woolley, What’s Possible Group, Lisa Morgan, Generation Media; Stuart Smith, Mostly Media. Front Row: Richard Temple, JAA; Richard Slater, Ii Media; Bee Pearson, Piqniq; David Lucy, December 19; Alina Pruteanu, The Grove Media (Photo credit: Josie Espinosa of JAA).
The Alliance of Media Independents (AMI) has announced 26 Founding Members across the UK. The aggregate billing of founding members now reaches £1.56bn of client spend for some of the largest brands across the UK – demonstrating the significance of independent media agencies in the media agency marketplace and their contribution to the UK economy.
While the agencies will continue to go head-to-head in pitch boardrooms, the AMI will promote the power and potential of independent media agencies for both clients and their people. The organisation will amplify successes of the independents, lobby for the work of independents to be more readily recognised – from awards to partner engagement and explore collaborations on core business offerings such as DEI, HR and finance functions.
Media owners and platforms have recognised the significance of the opportunity presented by independents and AMI already has partners reaching out to engage with its membership including; Snapchat, Google, Experian, ITV and Teads. Experian will be hosting round tables for the founding members and engagement with their podcast series.
Martin Woolley, AMI Chair and Chair of What’s Possible Group, said: “I’ve been blown away by the reaction to our launch. We haven’t had the chance to approach anyone proactively, because we’ve been dealing with everyone who’s approached us. That includes most of the most significant indie media agencies, as well as many potential partners.
“It definitely seems we’re on to something here. I expect us to carry on adding members and become the natural way for the industry to influence media indies in one easily-addressable place.”
Paul Phelps, AMI Vice Chair and CEO of AMS Media Group, added: “The reaction from the media owners and platforms has been incredible. They see the potential that independents bring to the market and we’re working alongside them to add value for our membership.”
The full list of AMI Founding Members includes: Accord; AMS Media Group*; Bountiful Cow*; Boutique; Craft Media; Crossmedia*; december19*; Electric Glue; Generation Media;
The Grove Media; JAA Media*; Join the Dots; The Kite Factory; Lavery Rowe; Media Campaign; Mediaplus*; Mostly Media; MI Media; PASHN*; Piqniq; Republic of Media*; Shakespeare Media; The Specialist Works*; the7stars*; VCCP Media; White Spider Media.
*denotes independent media agencies announced for the initial launch of AMI in January 2025.
