Bigger Is Not Always Better

LAST WEEK AT Goafest, the Abby One Show Awards put independent creative agencies in the spotlight as they dominated the winners' list, outshining network agencies such as Leo, FCB and McCann Worldgroup.

- CHRISTINA MONIZ

While Ashish Khazanchi's Enormous bagged the prestigious Creative Agency of the Year title, Famous Innovations was the only firm to walk away with two Grand Prix.

The winds of change are clearly blowing across the creative industry where industry awards have previously been dominated by network agencies.

Other independent agencies like "+a to m, OPEN Strategy & Design and tgthr also made their presence felt at the Abbys last week.

Rohit Ohri, founder of OHRIGINAL and former FCB global partner, believes the Abby Awards are a wake-up call for large network agencies.

While network brands turned in solid performances, the independents stole the show with originality and fearless storytelling.

Tribes Communications, known more for its work in experiential marketing and outdoor solutions, pulled off an impressive performance at this year's Abbys with a metal haul of 18, including a Grand Prix and five gold.

Arpan Jain, chief creative officer at Tribes Communications notes that independent agencies thrive by being agile, focused, and unburdened by layers of hierarchy.

So, are larger agencies ceding ground to smaller firms? Or is it that devoid of layers and red tape, they are equipped to hit innovative ideas? Or is 2025 just a flash in the pan?