With World Creativity and Innovation Day taking place this week (21 April), marketing entrepreneur Pete Sayburn calls for more attention to be paid to the independent agencies giving major brands an edge
Brands that want to innovate must engage more with independent talent if they are to keep up with the rapidly evolving world of marketing, says one of the sector’s serial entrepreneurs.
Pete Sayburn, CEO of marketing agency matchmaker Studiospace, says marketing is now so broad and complex that only by engaging with genuine experts can brands hope to keep up.
“There are so many aspects to marketing now and so many different skills and specialisms that no one brand manager can come close to keeping track of everything.
“Meanwhile, the big agencies can’t deliver the specialist skills, so we are seeing a wave of independent companies tapping into some very big areas of demand.
“I believe we are looking at a golden age for independent marketing companies.”
Sayburn says chief marketing officers and brand managers should see World Creativity and Innovation Day as the perfect time to drop indie agencies a line and find out what they can offer them.
“There’s this wonderful range of young, founder-led, purpose-driven specialists, full of big ideas and ready to shake up the marketing establishment.
“Many are to be found outside of London and come from a range of different backgrounds. Brand managers that want to gain more diverse perspectives and viewpoints would be well advised to speak to some independent agencies.”
Since January 2022, Studiospace has been connecting independent businesses with major brands such as Google, Aviva, Jaguar Land Rover and AXA. It now has over 150 agencies on its platform.
