As part of NDA’s ongoing series exploring the rise of independent media agencies, Editor Justin Pearse sat down with Celine Saturnino, Chief Executive Officer at Mediaplus UK, to discuss the current landscape
Are you seeing a genuine boom in indie agency growth, or is this just business as usual?
It definitely feels like there’s something happening. From our side at Mediaplus, we’re in a strong position as one of the few independent agency groups that can offer a full international service.
For global brands that need a centralised international strategy, that’s really attractive. Historically, those clients would have favoured networks, but now we’re offering an independent alternative with proper infrastructure and stability across markets.
We’re getting a lot of inbound opportunities right now, and many of them have an international element, either looking for a UK hub or multi-market support. That’s a real shift.
What other factors are driving this indie momentum?
At a macro level, we’re seeing a lot of brands that are simply too small to matter in a network agency. They’ve got good budgets, but they’re not one of the biggest clients, so they don’t get the service they expect and deserve. Indies can offer the attention and flexibility they’re after.
Clients want transparency, especially around their data and tech infrastructure. They want to own their first-party data, know exactly where their money is going, and understand the technology being used. Independent agencies can provide that transparency and flexibility.
Are platforms and trading technologies helping level the playing field for independents?
Yes and no. Access to DSP/SSP platforms has definitely helped as has the significant investment into digital platforms with biddable commercial models. Whether you’re an indie or a network, you can still get a seat at the table. But networks benefit from significant economies of scale in some areas such as access to tech at a lower cost because of volume-based pricing.
That said, for most of the clients we pitch for, you’re not going to win or lose based on a slightly better technology price. It matters more at huge scale, but for the kinds of businesses working with indies, it’s about service, partnership and transparency.
It’s also worth noting how digital out-of-home and similar channels are helping flatten the field. The last holdout is traditional TV, which still operates on an outdated commercial model. But even there, we’re seeing changes, with a number of broadcasters evolving their model and offer.
Let’s talk about talent. What’s the picture like for indie agencies compared to the big networks?
At the senior level, it’s actually easier than ever to attract talent. There are more senior people on the market, either because of network consolidation or frustration with limited autonomy in those environments. At an indie, we can offer real decision-making power and ownership of a P&L, and that’s incredibly appealing.
We also tend to have much higher retention rates. Ours are around 100% better than the average agency. At the mid-senior level, it can be tougher, especially if people are unsure whether an independent agency is right for their development path.
At the junior level, we’ve noticed fewer people moving roles. Perhaps they’re worried about the economy, or just more risk-averse. And while there are loads of young people trying to break into the industry, there are fewer true entry-level roles around. The apprenticeship levy isn’t really working for most businesses, and agencies like ours don’t always have the scale for full grad schemes.
Finally, what advice would you give someone thinking of leaving a network to start their own indie, or join one?
Starting your own agency is tough. On the media side, it’s expensive. There are tools, accreditations and insurances you need just to get started. You really need investment and a strong client network to make it work.
But the culture in indie land is amazing. It’s collaborative, supportive and transparent. If someone has the right contacts, some financial backing and the energy to do it, then now is a brilliant time. For those thinking of moving from a network to an indie, I’d say go for it. If you find the right fit, it can be a really rewarding experience.
