At the start of the year, Manifest wrote about how consolidation could potentially be the buzzword of the year ahead of the likes of AI.

And that's what the first half of 2025 has seen. Agencies within networks are merging. Networks are merging. Then come the independents. 

While networks have had their time in the sun (and some of them should continue to do so), these independent agencies are challenging them.

A glance at the winners of the Abbys, Good Ads Matter and Kyoorius Creative Awards proves that.

However, one complaint from independent agency heads has been the lack of representation on industry bodies. 

We listened and figured that there was a need for a body for these agencies and hence launched the Indie Agencies Guild (IAG).

The idea of this guild is simple - representation of independent agency heads to discuss matters that they believe are important.

The Indie Agencies Guild is open to creative, digital, PR, media, influencer and other agencies. Through frequent get-togethers, we will discuss challenges, opportunities, and a lot more - some on-record and some off-record.

To apply to join the guild, mail anupama@manifest-media.in.

Also read:

Indie Agencies Guild launch: Picture Gallery