The New Wave is Campaign Brief’s Q&A series spotlighting the next generation of independent creative companies and exploring how the indie model is evolving. From structure and speed to culture and capability, we unpack where these businesses are finding their edge and what’s driving client decisions today. Next up is Phil Smith and Suzy Smiley, Agency Partners at Apparent.
1. Who They Are
Apparent is a world-class, independent, customer-centric Australian agency with a global footprint. They stand for Undeniable Impact – measurable and tailored to each client’s unique business context. In simple terms, they help brands find, get, keep, and grow customers.
2. Indies: Still Challengers or the Norm?
Independents are no longer niche or scrappy underdogs – they’ve become a mainstream competitive force. The conversation today is less about whether indies can compete with holdcos and more about why clients wouldn’t choose one. Indies have matured, gaining access to capabilities and tools that were previously inaccessible. They operate with a challenger mindset: faster, founder-led, less political, and closer to commercial outcomes.
3. Unfair Advantage Over Networks
Their independence and global delivery footprint provide freedom and agility to shape commercial and delivery models around clients’ exact needs, without holding company mandates. They execute in most markets at speed with a bias for action.
4. Using AI to Compete Above Their Weight
AI is elevating the impact, speed, and sophistication of their work. They apply AI at an application level with purpose, never for its own sake. Human intelligence and curiosity shape meaning and originality, while AI enables efficiency, creativity, and precision. Their proprietary LLM framework, Leadership, Labs and Mavericks, embeds AI adoption across the agency. Through partnerships with Google and early access to tools like Gemini AI Ultra, NanoBanana, and Veo3, they explore emerging technologies before market release. They’re already using AI for synthetic research agents, proprietary Gems for automation, AI-powered creative production, and Generative Engine Optimisation.
5. Clients Choosing Indies
Clients that want true partnership and closer integration with the people driving the work are choosing indies. They want senior leaders engaged, teams that understand commercial challenges, and agencies invested in delivering meaningful impact. Clients still want full-service capability but with greater adaptability, collaboration, and accountability. Indies now offer sophisticated thinking and access to advanced tools traditionally associated with larger networks.
6. What’s Next: Growth
Apparent is on a growth trajectory – ranked No.2 agency in Australia for new business wins by TrinityP3. But growth only matters if they stay true to their culture and remain close to clients’ needs. The best growth comes from an environment where people thrive, clients see real impact, and the business grows as a result – a win-win-win.
Comments
Join Our Community
Sign up to share your thoughts, engage with others, and become part of our growing community.
No comments yet
Be the first to share your thoughts and start the conversation!