"Not only do the biggest agency holding companies choose to make the City their global headquarters - looking at you, Omnicom and IPG, which are poised to become THE largest holdco on the planet - but any number of large independent shops from Horizon Media to Crossmedia make New York their home base. After all, New York is arguably the center of the business world."
"But there's another type of New York agency: the small agile shop that specializes and digs deep into a specialty where a holdco or a big indie is a generalist. I consider these agencies, be they media, performance, out-of-home, creative, tech/design or other, to carry on the essence that the TV show Mad Men identified and isolated, just in a new era. It's a belief that you may work in a crowded field but originality can help you to stand out."
"This briefing focuses on four agencies that embody the new spirit of marketing in a New York revitalized after the trouncing it took in the wake of the pandemic. Some of these agencies started before Covid, but that period changed their outlook and sharpened their focus to grow their companies by double- and sometimes triple-digit percentages. They are: performance and digital shop Markacy, OOH media specialist Quan Media, creative design agency Kingsland and design/tech firm Siberia."
New York supports both global holding companies and small, highly specialized agencies that distinguish themselves through deep expertise and agility. Large holdcos and major independents keep headquarters in the City, while boutiques focus on niches such as performance, out-of-home, creative design, and design/tech. Four firms—Markacy, Quan Media, Kingsland, and Siberia—demonstrate rapid post-pandemic growth, often achieving double- and triple-digit percentage increases. Many founders left holdcos or consultancies to avoid cookie-cutter approaches that prioritized the company over the client. These boutiques sometimes collaborate or refer work while remaining independent, using originality to cut through crowded markets.
Read at Digiday
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