Indie agencies are betting on tech to outmaneuver the big guys

Independent agencies have discovered their latest edge over the big guys: better tech. 

They’re hiring CTOs, spinning up their own tech platforms, even reselling third-party tech they don’t own. Forget scale and leverage — the indie pitch now is agility, innovation and a tech playbook nimble enough to charm advertisers who don’t need (or want) the big agency industrial complex.

“If I were starting an agency tomorrow then one of the first roles I’d hire would be a chief technology officer,” said Robin Skidmore, founder and CEO of performance marketing agency Journey Further.

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