The story behind the strategy
Since I can remember, I’ve been torn.
Do I run my agency with a broad range of products and services across multiple verticals, or do I pick a lane and become a true specialist?
There are pros and cons to both. I’ve seen both models thrive in the right conditions and I’ve seen them flop when the economic wind changed.
But today feels different.
This isn’t just a change in the wind.
It’s a monumental moment in time.
The future of independent agencies is shifting – and even the smartest leaders can’t predict where we’ll end up.
I was there when Apple Macs and the internet first became “a thing.”
I saw how agencies adapted. It was hard. Liberating. Sometimes scary. But exciting.
Looking back, it’s mad to think about scalpels, spray mount, phone calls, post boxes… and always planning face-to-face meetings – usually ending with a pint.
It was different. But quickly, it became normal.
Today, AI is creating that same level of disruption.
But this time, it feels different.
I know this because what has always worked isn’t working anymore.
The market is ripe for change.
And I’ve come to believe one thing very clearly:
You have to pick a lane.
Independent agencies will be leaner, senior-led, and laser-focused.
The result?
Pitches become more predictable.
Retention rates double.
Profit margins grow by 20%+ because clients truly understand your value.
Why niche matters (stats to back it up)
99% of UK agencies are independent, generating £27 billion in turnover and contributing £17.7 billion in GVA – growing at 7.8%, far outpacing generalists.
Niche agencies report growth rates 8% higher than generalists, thanks to deeper expertise and operational efficiency.
77% of agencies that identify as niche-oriented deliver higher value and more predictable results because they deeply understand one client type.
Specialisation isn’t a boutique fad anymore – it’s becoming the standard, and clients are noticing.
What focus means for agencies & CMOs
For agency founders:
Define your ideal client profile by business type, problem, and mindset.
Strip away three accounts that don’t align – even if they’re profitable. It’s brave, especially in an unpredictable market, but it will sharpen your narrative and delivery model.
Package your offering as a solution to one measurable business problem.
For CMOs:
Simplify your agency roster. Keep fewer partners who each own a clear part of the brand’s strategy. Independents collaborate well – it’s not a land grab, it’s a chance to learn together.
Push for senior-led teams from the very first call, not just after the pitch – and insist they’re present on your account.
Demand defined outcomes rather than layered, never-ending creative agendas.
My final thought
Agencies grow when they focus.
CMO's get better results when they expect focus from their partners.
Less noise. Better strategy. Sharper delivery.
