Ad Age launches Small Agency Network for indie shops.
Ad Age just announced something new for shops like ours: the Small Agency Network. A club for independents under 150 people. In-person meetups, workshops with Ad Age editors, a peer directory, a group chat you’ll mute but never leave, and yes, the full Ad Age All Access subscription. Applications are open now, with the first wave due September 15.
On the surface, it’s another industry group. Underneath, it’s a signal flare: small isn’t just scrappy anymore, it’s powerful. Ad Age is betting the most interesting ideas in marketing aren’t coming from holding companies or global networks. They’re coming from shops willing to act fast, act weird, and make work that actually feels alive.
The best thing about being small? Agility and personality. Clients get face time with the people actually making the work. You get hybrids -jacks of all trades, masters of some- who can blast the drywall and plaster a whole campaign down and rebuild it before a holding company even finishes scheduling the meeting. The flip side is clear. No corporate safety net. No bloated retainers to hide behind. You have to be great, new, and inspired, every time.
That’s why this network matters. It gives indies a place to connect, trade tools, and sharpen each other. Some of the most culturally sticky work of the last decade came out of teams under 150 people. Why? Because smaller teams means friends. Not really, but not not really. We’re agile as a team. There’s a reason my Chicago Bears don’t draft 150 players, because the synergy would be near non-existent. We have sharper edges, quicker instincts, and fewer layers between the idea, the client, and the thing you see. Ad Age giving that reality a spotlight is worth paying attention to.
For Bald, this is just Tuesday. Maybe even a Wednesday. We’re not chasing “giant.” Giants move slow, wear name tags, and often get knocked over by pesky small men with slingshots. We’d rather be strategic, sharp, and free enough to explore and pioneer.
So yes, we’re eyeing this new network. Because indie agencies deserve a bigger stage. Being small isn’t a limitation. It’s the reason we can move quicker, think stranger, and make work that sticks.
Applications close September 15. If you’re another indie out there, we’ll see you inside.
