Despite how crazy 2025 has been and how lightning-fast the year has flown by, independent agency heads have a lot to be thankful for. As adland has been rocked by a series of takeovers and mergers in 2025, indie agencies have thrived, finding their footing in strong creative work and brave campaigns. At the 2025 Cannes Lions, nearly one in every four Lions was claimed by an independent agency.
Similarly, at Campaign India's Agency of the Year 2025, smaller shops with focused cultures and faster decision making proved that they could compete with the scale and resources of larger networks. As the whirlwind year comes to a close, we invited agency heads to share what they’re most thankful for in 2025 and one professional lesson they’d advise their January 2025 counterparts.
Aalap Desai, co-founder, Tgthr
What I’m most grateful for: One of the satisfying moments this year was Cannes Homecoming right after Cannes this year. It was long overdue and the way the event panned out was amazing. It addressed a gap that the industry needed to fill so that people can learn and experience the Cannes Lions better.
One piece of professional advice I’d give my January 2025 self: To be kinder to myself. The year was rough and every time I faced a hurdle, I think I was a bit too rough on myself even though nothing in it was because of me. If given a choice, I would do better.
Ashish Khazanchi, managing partner, Enormous
What I’m most grateful for: 2025 was certainly a remarkable year for all of us at Enormous. There was a slew of good work coming out through the year and there’s so much already lined up for the next year. We managed to create a little bit of history by being the first independent agency to win the 'Agency of the Year' title at Goafest. There was much to have gratitude for. But none more than having the incredible teams that we do. None that I love more than the brave talent we have today. They’re excited about ideas and advertising and creating magic. Absolutely everyone that feels like that today, needs to be celebrated by their seniors and their agency.
One piece of professional advice I’d give my January 2025 self: Exactly what I say at the start of every year. ‘Do the best, most honest work that you are capable of. Put in the hours. Keep swinging at the fences. Be a willing a**h*le to bad ideas and lazy thinking. Everything else, including the awards, the business, the joy, will take care of itself.’
Gautam Reghunath, co-founder, Talented
What I’m most grateful for: To be an independent agency [at this moment of industry churn]. I can sense the general wariness and tension around consolidation of networks, and while I empathise with our wider advertising industry, to know that I can assure my colleagues of a sense of safety at this point in time, that feels like a precious gift.
One piece of professional advice I’d give my January 2025 self: When every single media agency starts looking the same and the differentiation is solely on negotiated rates, creativity will continue to be the ultimate difference maker. We’re punting our entire business on that remaining what clients will pay a premium for.
Raj Kamble, founder and CCO, Famous Innovations
What I’m most grateful for: Clarity.
This year taught me something no industry presentation ever will. Watching legendary agency names merge, shrink, or quietly disappear was surreal and honestly heart-breaking. Some of these were places I once dreamt of working at and actually did. Friends across Mumbai, Singapore, London, and New York showed up to work one morning and the logo was still shining but their job was gone. I am strangely grateful for that clarity. It reminded me that the name outside the door is often more fragile than the people inside. A few honest conversations with old bosses and peers sealed it for me. Careers are not built by brands. They are built by humans who take responsibility for other humans. It was a painful lesson, but a necessary one.
One piece of professional advice I’d give my January 2025 self: Do not fall in love with logos. They do not love you back. Work with people who will protect your craft, your ambition, and your growth, not just approve your timesheets. In a world where AI will generate ideas faster than we can sip coffee, craft will be the real advantage. Learn it deeply. Practice it every day. Choose places where someone actually cares if you become better, not just busier. Because when the company name changes or disappears, you should still know exactly who you are.
Santosh Padhi, founder, Into Creative
What I’m most grateful for: The opportunity to do brave, creative work.
This wasn’t one of the best years for the industry for sure. We have lost legends (such as Piyush Pandey), we lost voices [in one fell swoop] to “network consolidation” and the overall mood is gloomy leading to a negative domino effect. But these lows are not new to the industry and in the past, we have overcome them by focusing on great work.
This year, I’m really grateful to Yashesh Mukhi (founder, Chupps footwear) for not only creating a great biodegradable product but for also allowing us to craft a greater narrative around it. Doing something different helped us remind our industry that we are in a courageous and contagious industry and a variety of brave work is what we should be known. Chasing brave work gives wings to other brands and agencies, particularly in a product/demo driven brand world.
One piece of professional advice I’d give my January 2025 self: Creativity is by default the best growth strategy. No individual or agency was ever known or celebrated by the industry for their balance sheets. As an agency, we have always been known for brave work – that narrative will never change. Now we need to decide what kind of work we should be known for.
