Indie Agencies vs. Holding Companies: Competing in the Upfronts

This article was originally featured on Digiday and syndicated on NewsBreak.

Christena Garduno, CEO of Media Culture, highlights the advantages of independent agencies adapting quickly to market changes and customer needs, offering clients greater responsiveness compared to larger holding corporations. Garduno also points out that Media Culture's reasonable pricing, due to lower administrative costs and streamlined procedures, is appealing to clients. She emphasizes that specializing in brand-response marketing allows Media Culture to develop deep expertise and offer innovative strategies, distinguishing itself from bigger competitors.

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