The joy of going independent, Marketing & Advertising News, ET BrandEquity
Big agency networks may offer security but going independent is being happy.
Thirteen months ago, six of us from a big agency network started a bootstrapped independent advertising agency. Before the first year was over, we had worked with some of the biggest clients and became India’s youngest independent agency to win a Cannes Lion. We’re also the only independent agency to win the Glass Lion for Change for India.
Sounds like a dream? It is. And I credit all of it to us being ‘happy’.
Let me elaborate.
When I started as a copywriter, I was told that advertising will get easier, more creative and shapable as you go up the ladder. But by the time I became a senior executive in a big network agency, the advertising universe had changed. Digital had done a Thanos finger snap and removed half of the traditions of traditional advertising, and whatever was left was T-Rexed by the pandemic.
Sure, the money, timings and level of authority were better, but culture was non-existent, and the output often made us unhappy. This wasn’t the advertising I had imagined. That’s why before I caved into the dark side of the force, I chose a more satisfying yet more stressful life by going independent.
The two worlds are worlds apart. I have never been more anxious and happier at the same time. My life as a creative at networks was stressful and political but going independent was like stepping into Sparta. The only difference: I love this Sparta.
You hunt what you eat. Every single day
At networks, there is a battery of people always hunting for work and revenue. As a result, you are a chef who is always served his meat to cook. But, when you go independent, you hunt on your own. Every client needs to be spoken to or coaxed. You do everything.
It sounds like a challenge, but it is one of the best things I could have done for myself as a creative. Becoming a senior forced me to be more of a manager — away from the work. Now I am as close as it gets. You are responsible for everything, but you are also happier for everything.
You are the general, the army, the elephants and the weapons
Agency networks have scale and that’s why they also have an employee for every possible job. When you go independent, you do all the jobs. I am the co-founder and the CCO, but I am also the IT guy. In the 13 months of starting up, I’ve been the courier boy, the accounts guy, the finance guy, travel desk, etc. It has helped me realise every department’s value and contribution.
You can’t fix the world, but you can create a new one
For network agencies, scale is their biggest strength. In my opinion, it’s also their biggest weakness. In a worst-case scenario, the system needs to survive, not the culture, work, or people. That’s the only way a big business can survive. But at an independent agency, you grow with the work, and culture is successfully placed at the centre of it all obsessively.
You realise that the same brain becomes a new brain
Agency networks have their managerial challenges, which take up a lot of time. I never realised how much mind space corporate management and politics occupied in my head until we went independent. After that disappeared, the same space was applied to better things like briefs, work, relationships, etc.
You realise that true happiness is not just numbers and awards
Creating something from scratch is joy. Every small thing is something we have a memory of. Our first everything is a beautiful memory. It’s amazing because I look forward to Mondays now. I love my job again.
If you are someone who dreams of starting an agency someday, then don’t just think about it, plan it. But the experience will change you for good. And it’ll hopefully make you happier too.
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