Small Agency Awards 2025: Winners – Ad Age

These small agencies are stronger—and more resilient—than ever

There’s a lot of uncertainty in the agency world today, given factors such as tariffs, a mixed economic outlook, the advent of artificial intelligence and a pending mega-merger that will forever alter the industry landscape. But amid all this, one corner of the ad world remains unwavering: Indie agencies, and particularly small indies.

While holding companies trim costs, these agencies are investing in time, talent and giving back to their employees and to society. They are charting new compensation methods with clients, finding ways to make project work profitable, and innovating with AI and freelance models. These agencies are flexible with scopes, mastering ways to work with creators and influencers, and are adept at thinking creatively about media, data, strategy and much more.

There are many big things going on in the small agency community, as these stories will attest.

—Judann Pollack