#39: Campaign’s Luz Corona on the Rise of Indie Agencies and the Changing Trade Landscape

On this episode of Agency Business, Olivia and Brian interview Luz Corona, editor of Campaign US. Luz leads coverage of advertising agencies across the U.S., shaping how the industry understands shifts in creativity, media, and marketing.She explains how Campaign US covers the ad agency beat with depth and context, including its signature “100 days” follow-ups on leadership appointments. Luz outlines the biggest stories she is tracking now: the Omnicom–IPG acquisition, WPP’s consolidation under new leadership, and the wave of talent leaving holding companies to launch independent advertising agencies.We hit on why independent agencies continue to gain ground, how clients balance cost and value, and how AI is reshaping staffing and creative work inside advertising agencies. Luz also points to sports marketing as the next major growth area—an arena where both indie agencies and holding companies compete for ad spend.In News of the Week:S4 Capital’s challenges and the risks of over reliance on tech clientsM&C Saatchi’s resultsStagwell’s decision to divest government contracts and what it signals for agency reputation managementSubscribe to the Agency Business newsletter for episode notes and industry analysis. It's free and comes out every Monday.Reach OutAgency Business features agency CEOs and financial decision-makers alongside third party experts including agency pitch consultants. We are always accepting pitches, and are particularly interested in hearing from women and leaders of color.📬 Pitch a guest or inquire about sponsorships:📩 Brian at [email protected]📩 Olivia at [email protected] Madison and Wall and FusionFront Media on LinkedIn for updates.Explore Our Other Podcasts:📊 The Madison and Wall Podcast – Brian opens up about his latest work — plus crucial economic, financial, and industry trends.🎬 Screen & Sponsor – Olivia & VaynerMedia's Jessie Holder explore how brands are shaping Hollywood.