How small teams move the needle faster

In recent years, independent agencies have gained significant recognition in the industry. Rethink was named Ad Age's 2026 Agency of the Year and won both Independent Agency and Independent Network of the Year at Cannes Lions. Eight of the 11 winners of Adweek's 2025 Agency of the Year were independent. This shift demonstrates that size is no longer a direct indicator of capability.

Large agencies continue to produce excellent work, but independent teams can excel due to their agility and close proximity to clients and the work.

TOML Collective, founded by Virtyt Pula, embodies this approach. Instead of replicating a traditional agency, TOML Collective aimed to create a different kind of collective where talent is the priority. They maintain a small core team and a wider network of over 50 creatives and partners, assembling the right team for each project. Pula shares four insights on how a small, independent agency can move faster than larger ones:

1. Clients value attention over scale. While scale offers benefits, it can create distance between clients and the people creating the work. Clients pay for output, but they also appreciate judgment, attention, speed, and direct access to skilled individuals. Smaller teams can strengthen this relationship by fostering immediate interaction.

2. Proximity fosters trust. This principle applies to both agencies and clients. When working with Siebert Financial on its Generational Wealth campaign, TOML Collective focused on building trust to make wealth-building more accessible to a new generation of investors. Closer proximity enables teams to understand clients' perspectives better and move quickly, taking creative risks and embracing innovation.

3. Shared responsibility leads to better work. In smaller teams, roles should be clearly defined, but responsibility should be shared across disciplines. Designers should understand the strategy, strategists should care about execution, and clients should actively shape the direction. By challenging ideas early and catching issues before they reach production, teams can create stronger work together.

4. AI enhances the model. With AI, small teams can explore more creative options, test variations, and produce work at a scale that was previously unattainable. However, AI cannot replace human taste, trust, and judgment. While AI can increase capacity, it cannot replace the essential elements that determine the quality of the work.

In conclusion, the advantage of a small agency lies not in its size but in how closely it can connect clients, talent, decisions, and responsibility. This proximity builds trust and shared ownership, enabling teams to move swiftly without compromising quality. Ultimately, judgment, attention, and proximity are the factors that determine the caliber of the work.