The Indie Production Advantage
- James Keblas
- Jun 25
- 2 min read
Updated: Aug 7
We’re heading toward a world where two types of ads will dominate. The hero ads with real stories, real people, and real stakes. And the ones built to change on the fly and respond to context at the speed of light.
Both will thrive, along with the production companies that embrace the shift and lean into adaptability.
That’s just a glimpse of the kind of insight that came up in my latest episode of Crossing the Axis, where I sit down with Jillian Gibbs, founder of APR and author of The Marketer’s Guide to Creative Production.
What started as a conversation about agency consolidation turned into a client-side roadmap for how independents can actually win as holding companies keep scaling up.
Some more highlights that stuck with me:
✅ The system is broken
When the same holding company acts as both agency and production, there’s a built-in conflict of interest. Transparency fades. Innovation stalls. Jillian’s been in the room for all of it and breaks down exactly where things go wrong.
✅ In-house is hunting for help
More brand teams are bringing production in-house and looking for outside partners who can offer strategic insight, not just execution. That’s a real opportunity for independents if they show up prepared.
✅ Compete with your network
Holding companies sell scale. Independents should sell coordination. Bring your trusted partners and pitch together. That’s how you keep your creative edge while delivering the power of a full team. Coordination beats consolidation every time.
✅ Consolidation raises prices, lowers quality, and kills innovation
Coordination does the opposite. Clients notice. Especially during onboarding. That’s where independents can shine by being collaborative and showing how they fit into the brand’s broader system.
✅ Want to get in the room? Go where clients are
Jillian points to Cannes, CES, ANA In-House, and the AIF Agency In-House Forum. Her company APR also runs a “Supplier Intelligence” offering where production companies can submit their work to be matched directly with brands.
This episode is full of tactical advice for independents looking to compete with holding companies. Beating them at their own game, while offering something they can’t.
