The Alliance of Media Independents (AMI) has added 16 members on top of its 10 launch agencies, taking the aggregate annual billings of its members to £1.56bn.
This figure exceeds the annual billings of WPP’s media arm in the UK, according to Nielsen figures.
New agencies that have joined the AMI are:
Accord
Boutique
Craft Media
Electric Glue
Generation Media
The Grove Media
Join the Dots
The Kite Factory
Lavery Row
Media Campaign
Mostly Media
MI Media
Piqniq
Shakespeare Media
VCCP Media
White Spider Media
The AMI commits to having its members “continue to go head to head” in pitches, while the wider organisation works to promote the power and potential of indies more generally.
It aims to amplify the success of indies, lobbying for their work to be more recognised at industry awards and events, as well as explore collaborations on core business offerings such as DEI standards, finance functions and HR.
The AMI has already attracted interest from potential clients for its members, including from Experian, Google, ITV, Snapchat and Teads.
“I’ve been blown away by the reaction to our launch,” said chair of AMI and What’s Possible Group chair Martin Woolley.
“We haven’t had the chance to approach anyone proactively because we’ve been dealing with everyone who’s approached us,” he continued. “That includes most of the most significant media agencies, as well as many potential partners.
“It definitely seems we’re on to something here.”
Vice-chair and CEO of AMS Media Group Paul Phelps added that the reaction from media owners and platforms has been “incredible”, noting that they “see the potential that independents bring to the market and we’re working alongside them to add value for our membership”.
Woolley expects to add further members to the alliance, aiming to “become the natural way for the industry to influence media indies in one easily addressable place”.
Indie agencies team up for Alliance of Media Independents
