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Anup Oommen
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The indie era: why big network agency veterans are breaking away

Anup Oommen
posted on

After years of working at network agencies, Magnitude Creative's Philippe Berthelot believes the network model has failed to adequately serve clients, creatives and culture. "Now is the time to build something better," he says.

Philippe Berthelot, Managing Director, Magnitude Creative talks about veterans leaving network agencies to join indiesPhilippe Berthelot, Managing Director, Magnitude Creative

I’ve spent most of my career in the network world – rebuilding teams, winning awards, navigating restructures and weathering the mergers. I’ve seen the best of big agency life – and the worst. Let me tell you, the model is fundamentally broken.

Clients pay gold, they get bronze, they’re offered creativity, they get bureaucracy, they’re promised stability, they get another merger. Same story, different logo.

The region is wise. It wants more, needs more, and is no longer afraid to ask for it. That’s why we’re not simply witnessing the rise of independent agencies in MENA – we’re watching a long-overdue industry correction.

For years, our region has served as


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Tags:awardsboutique agenciescandorcostCreativescreativityCultureFilmmakersindependent agenciesindie agenciesMagnitude Creativemergersnetwork agenciespartnershipsPhilippe Berthelotrelationshipsrestructuresstabilitystrategiststeamstransactional
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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