With the rise of AI and the consolidation of major holding companies, many longtime agency executives are stepping away from the traditional models that once defined their careers.
Some industry veterans are taking bold steps to launch independent shops—designed to be faster, more agile, and equipped to tackle the demands of modern marketing.
As the ad landscape evolves, these new agencies, each founded within the past 18 months, are challenging the big holding company model to change the game with fresh ideas, business models, and approaches.
1. Studio.One
Founded: May 2025
Agency type: Brand innovation studio
Location: London
Headcount: Undisclosed
Founder: Ajaz Ahmed, former founder and CEO, AKQA
Clients: Undisclosed
Why it started: Frustrated by the slowness and hierarchy of large agencies and on a mission to challenge legacy bureaucracy, Ahmed launched Studio.One six months after his high-profile exit from WPP. His goal: create a more agile, client-focused alternative to the big agency model.
What sets it apart: Backed by private equity firm Atrum Capital, Studio.One aims to tackle bureaucracy by eliminating traditional structures like time sheets and office mandates while emphasizing collaboration and agility. In addition to agency services, Studio.One also has an innovation lab and a venture investment arm.
Fun fact: Studio.One is forgoing the return-to-office mandates that have been contentious at big holding companies—including his previous agency’s owner—as Ahmed believes that creative talent can’t thrive when stifled by rigid structures.
