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Indie media agencies join forces to launch industry-first ad campaign

Campaign 14 Sep 2020 09:28

Seventeen of the UK’s biggest independent media agencies have joined forces to launch an ad campaign that promotes the £1.8bn indie sector as the destination of choice for progressive brands.

The “Land of independents” is launching nationally today (14 September) with a series of vintage-style outdoor, print and digital ads that are inspired by classic travel campaigns.

Created by Creature, the ads invite advertisers to escape to an idyllic destination with the call to action: “Visit the land of the independents.” There is also accompanying copy that advertises how independent agencies are growing “five times faster than the rest of the market” or that “Owner-managed, independent media agencies always give you their full attention”.

The ads promote a new website, landofindependents.com, which lists more information on all 17 agencies taking part in the initiative, including their accolades and awards. 

Andrew Stephens, co-founder of Goodstuff Communications, instigated the campaign, which is also being spearheaded by the7stars. However, all 17 media agencies’ leadership teams agreed on the media plan and creative brief, which is to show indie agencies have united values. 

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