As mid-sized clients begin to shift away from holding companies, independent agencies are proving that integrated marketing technologies are the ultimate equalizer. While traditional holdcos often struggle with “tech debt” and rigid legacy systems, independents are adopting a more “promiscuous” and adaptable approach to their architecture.
The Mile Marker Advantage
A standout in this movement is Mile Marker, a full-service shop led by CEO Scott Shamberg. Scott notes that being independent allows for a “clean slate” approach to technology. “We don’t have a lot of tech debt,” Shamberg explains. “We haven’t built anything [legacy]. We’re architecting our solution in a way that is free of walled gardens and very customizable.” This strategic flexibility is a primary driver in accelerating revenue generation for clients.
By utilizing an integrated marketing technology stack [with] the best tools, agencies can deliver results that are often more agile than those of their larger competitors. Rather than forcing clients into in-house tech, the focus has shifted to empowerment through automation—from planning and execution to real-time measurement.
Ultimately, mastering how to integrate martech for unified campaigns allows shops like Mile Marker to remain competitive and transparent. As the landscape continues to evolve, this commitment to open, technology-led solutions is why independents are increasingly winning the room against industry giants.
📖 Read the full article by Michael Burgi in Digiday
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