The Alliance of Independent Agencies has partnered with Experian to launch the Indie Intelligence Council, a new invite-only community designed to help independent marketing and advertising agencies navigate the evolving landscape of AI, data, identity and marketing technology.
The Council will bring together senior leaders from across the independent agency community, alongside industry experts and technology partners, for peer-to-peer discussion, insight and shared learning.
The initiative is supported by Experian, which brings expertise in data, identity and audience intelligence to help agencies apply these capabilities in practice in the next era of media, marketing and advertising.
The Council has been created in response to growing demand from agency leaders for practical guidance on various topics which reflect the pace of change facing agencies today including AI adoption; audience intelligence; measurement; data infrastructure; and future operating models.
From the rise of agentic AI and shifting consumer behaviour to the growing need for robust data and identity foundations, agency leaders are being asked to make increasingly complex decisions at pace, often in areas where best practice is still emerging.
The Council launches with strong industry backing, with more than 30 Alliance members already signed up, alongside a line-up of speakers at the cutting edge of agentic AI and its impact on the industry.
Its inaugural session on July 15 will feature IAB Tech Lab chief executive Tony Katsur, who will discuss the standards and frameworks emerging around agentic advertising, alongside PubMatic EMEA director of advertiser solutions and marketplaces Alisdair Newman, who will provide a perspective on how agentic technologies are already being applied in practice.
Future sessions will feature speakers including Scope3 chief executive and co-founder Brian O’Kelley and Microsoft EMEA & LATAM AI acceleration director Tracey Pilon.
Alliance of Independent Agencies managing director Terry Martin said: “Independent agencies have always thrived through their agility, entrepreneurial spirit and ability to adapt. But the pace of change across AI, data and marketing technology means no individual organisation has all the answers. The Indie Intelligence Council creates a space where leaders can come together to share experiences, learn from experts and collectively explore the issues that will shape the future of our industry.”
Experian consulting partner for media and agency Danny Holmes added: “Independent agencies are grappling with many of the same questions around AI, data, measurement and audience intelligence, yet there are limited opportunities for leaders to discuss and address these challenges openly.
“Experian sit at the centre of the marketing ecosystem, connecting agencies, brands, publishers and technology partners through high-quality audience signals and scalable digital identity.
“This uniquely positions us to enable the cross-industry collaboration needed to help independent agencies more effectively leverage data, identity and audience intelligence in the agentic era. We’re proud to support the Council and help bring together the expertise, insight and industry voices that will enable independent agencies to navigate what’s next.”
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