Here's a cheat sheet survival guide for the future. Holding company owned agenci
By Roddchant · November 4, 2026 · Curated by George's Blog
Here's a cheat sheet survival guide for the future.
Holding company owned agencies are no longer the place to build a creative career. They will fast become media, tech, and data driven businesses under their individual hold co names. Storied agency names will soon be erased.
Big agencies will have to continue to downsize. The demise of AOR relationships, retainers, and head hour billing will force that hand.
Medium-sized agencies will be like the awkward middle child and definitely feel left out. Too small to be big, too big to be small. They are the ones most likely to get bullied by small agencies…and lose the fight.
Smaller, indie agencies are in the Goldilocks zone. Only a few to a handful of people. The “just right” size.
Clients are already turning to small shops. We'll be seeing much more of this.
Some survival tips:
- Understand this business, fast. This is not the time to be a passenger and cruise. The more you understand, the more opportunities you'll see. And there are opportunities.
- Don't be a one-trick pony. Which leads me to my next point.
- Start thinking and working more like a creator. Don't just think of stuff, instead, start thinking of stuff and making it.
- If you're a Copywriter who has only written 30-sec TVC scripts, you'd better expand your repertoire. Get your head around long-form.
- Build an industry presence, a personal brand, whatever you want to call it. Post regularly on LinkedIn, write articles for industry and other media, give talks, etc. Which leads me to my next point.
- Many of the best opportunities are not found in job posts or via recruiters. Many come from someone seeing something you've done, something you're doing, or your point of view and taste and saying “Let's work with that person.”
- Build a portfolio career: a mix of agency & in-house freelance, some brand clients, etc. Blend freelance, fractional, and consulting.
- Learn how to package what you bring to the table and have some fixed-fee offerings.
- Consider starting your own micro-agency/studio. The barriers to entry have never been lower.
- Maybe build a collective where you all complement each other's skills. Come together as needed for brand projects.
- Make sure you let people see you have all the things AI doesn't: taste, a point of view, a personality, judgement, and lived experience.
- Use your expertise to develop your own brand, something you can sell. Own something, some IP. This could be a physical product or even content, films, a series, etc.
- Don't become negative and cynical. Nobody wants to work with that person.
So, you have options.
But you're going to have to get comfortable being uncomfortable as you navigate the path ahead.
“I don't know where I'm going from here, but I promise it won't be boring.” - David Bowie
Vive la creative agency révolution!
Start small. Stay small. Think like a band.
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