Observed Signal · Aug 5, 2026 · Founding · Source: Digiday · Impact: 2/5 · Sentiment: Positive
Ex-Omnicom and IPG Staff Launch Indie Agencies
Former employees of holding companies Omnicom and IPG have launched a wave of independent agencies that reject traditional full-time-equivalent (FTE) commercial models. Examples include This Will Be Good (co‑founded by Bennie Reed, Daniel Beaudoing and Brian Linder), London’s Ace of Hearts (founded by Richard Brim, Martin Beverley and Polly McMorrow) and several small studios such as House of Rabbits, Memory and TightKnit. These indies emphasize lean staffing, freelance talent and alternative commercial arrangements (performance fees, project fees, subscriptions or equity). Some founders say their training at large networks provided valuable experience, but the new agencies aim to be “fitter for the future” by avoiding large overheads and traditional rate-card models.
Shows a continuing industry trend of talent leaving holding companies to found leaner independent agencies and experimenting with alternative commercial models; relevant to agency economics and client resourcing but not industry-shifting.
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Key Takeaways & Evidence Grounding
- This Will Be Good was founded by Bennie Reed, Daniel Beaudoing and Brian Linder (founded last year) and lists clients including Good Good Golf and Builders Movement.
- Ace of Hearts was set up within the last year by Richard Brim, Martin Beverley and Polly McMorrow; since launch it has about 30 staff and clients including Bupa and Save The Children.
- Several small agencies/studios founded by former holding-company staff are named: House of Rabbits (co-founded by former McCann New York global ECD Susan Young), Memory (co-founded by Ian Mackenzie) and TightKnit studio (established by Evan Roberts).
- Left Off Madison was co-founded in 2021 by Robert Douglas and works with clients such as Ajinomoto and Sanrio.
- The article cites a broader trend of post-acquisition and post-layoff professional departures from Omnicom and IPG leading to a diaspora of agency talent launching indies.
Connected Companies & Entities
8 Entities mapped“Prior to launching This Will Be Good, Reed spent over five years at creative agency Deutsch LA, now one node among many within Omnicom’s pos...”
“Within the last year London’s Ace of Hearts was set up by former Adam&EveDDB execs Richard Brim and Martin Beverley, and Polly McMorrow, pre...”
“Robert Douglas saw the holdco agency carousel from both sides — spending nine years at Young & Rubicam, witnessing its milestone acquisition...”
“Robert Douglas saw the holdco agency carousel from both sides — spending nine years at Young & Rubicam, witnessing its milestone acquisition...”
“Uncommon’s founders, for example, all spent time at WPP’s Grey London; the agency was acquired by Havas in 2023, though such deals are incre...”
“Robert Douglas saw the holdco agency carousel from both sides — spending nine years at Young & Rubicam, witnessing its milestone acquisition...”
“Between multiple rounds of layoffs and a steady outflow of staff in the months before and after the deal’s completion, the professional dias...”
“In addition to providing clients with strategic and creative expertise, it’s begun hiring from the media side of the aisle — Sabina Usher, f...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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Small, Loud and Quite Independent
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What Independents Can Learn From Holdcos' Reinvention
Nick Berry of Green Square analyses how large agency holding companies are repositioning around AI, data and integrated platforms, and outlines practical lessons for independent agencies. He cites examples such as Publicis’s 'Power of One', WPP’s 'Elevate 28' focus on trusted data and integrated solutions, and Stagwell’s launch of 'The Machine' — an AI-powered operating system. Berry argues independents should not try to copy network messaging but can adopt strategic logic: organise around client problems, integrate without bureaucracy, clarify propositions and processes for scale, treat data as foundational, link work to measurable commercial outcomes, use technology to augment capabilities (not replace them), and preserve cultural sharpness and specialist differentiation. The piece positions independents as well-placed to offer agile, senior-led, differentiated alternatives to commoditized holding-company offers.
BBDO NY CEO and CCO to Depart
Emma Armstrong, CEO of BBDO New York, and Michael Aimette, Chief Creative Officer, are departing the agency. This follows Omnicom's acquisition of IPG, which led BBDO to absorb creative rival FCB. Chief Client Officer Kelli MacDonald, another FCB alum, is also leaving for a new opportunity. The exits occur just 10 months after Omnicom closed its $13 billion acquisition of IPG, creating the largest agency holding company.
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