Shaping the industry’ next phase: One year on as AMI
Opinion – The Indie Leader – AMI
The Alliance of Media Independents may be at the start of its journey, but its successes suggest it’s already making a significant impact.
In an industry defined by constant change, milestones only matter when they signal real momentum. The one-year anniversary of the Alliance of Media Independents (AMI) is one of those moments.
In just 12 months, what began as a collective of 10 independent agencies has grown to more than 30, representing over £1.6bn in aggregate billings. That growth isn’t accidental; it’s a response to a market that increasingly values clarity, accountability, and collaboration.
When aligned, independence scales in ways that are both commercially powerful and culturally meaningful. The current agency climate demands this kind of model.
Clients are navigating pressure on all sides – performance, transformation, and long-term growth – often simultaneously. They need partners who are decisive, invested, and close to the work. Independence delivers that focus.
What’s been most encouraging over the past year is not just the growth in membership, but the depth of engagement.
AMI has quickly earned the attention and trust of the wider media ecosystem, securing meaningful partnerships with organisations such as ITV, Google and Experian, alongside strong and sustained engagement from the trade press. That level of interest reflects something important: independent businesses shaping the agenda of what’s next in our industry.
A healthy balance between collaboration and competition
Crucially, we’re seeing more independent-only pitches where shared values and complementary strengths unlock new opportunities for clients. At the same time, member agencies are coming together on the areas that matter most – people, effectiveness and innovation – to build smarter, more relevant solutions for the kinds of clients we know best.
There’s a cultural dimension too. Independence attracts people who want ownership, proximity to leadership, and a tangible connection between their work and its impact.
You see evidence of this in the members who have proactively rolled up their sleeves and used their own time to identify and drive cross-agency initiatives for the benefit of our people, our clients, and our agencies.
This action is motivating and energising in a market where doom-casting has become prevalent. AMI’s first year has reinforced how powerful that motivated mindset becomes when it’s connected across businesses with shared ambition.
And we have only just begun: this year’s agenda is an exciting blend of client, commercial and cultural initiatives which give value back to those that matter – our clients and our people.
One year in, AMI is still at the start of its journey. But its achievements already make one thing clear: independence in today’s market is a strategic advantage.
Celine Saturnino is a member of the AMI Leadership team and CEO of MediaPlus. AMI members will write regularly for The Media Leader in 2026 as part of our new Indie Leader series.