TLDR
Seventeen Australian independent agencies have launched Comm:unity, a peer-led network that meets in person every two months, shares market intelligence and can team up on bigger briefs. New members join only by nomination and vetting, and the group says it is not a holding company in disguise.
KEY TAKEAWAYS
Who is in it
Seventeen Australian independent creative and associated agencies have launched Comm:unity, a curated network for indies: Those That Do, Banter, Beyond The Narrative, BRX, Chello, Electric Lime, Faction, Fourteen10, HSLR, Hustle, JNR, MadeHR, MK Media, POEM, Third Avenue Group, Traction Studio and Unheld.[2]
"The thing indies have been missing isn't size, it's a network of peers who get it," said Ben Walker, founder of Those That Do, who started the group.[2]
How it works
Members meet for in-person Deep Dives every two months, each hosted by a different agency, and stay in touch through an always-on Slack. Sessions cover topics such as pitching, retention and profitability, and members can use the group as a "shadow board" to test big decisions, share market intelligence, pool staff and partner on larger, multi-disciplinary briefs.[2][1]
Growth is deliberately slow. Each founding agency can nominate one more agency, and every new member has to be vetted by someone already inside.[1]
Not a holding company
The group describes itself as a middle ground between the holding companies and independent studios going it alone, and its site says plainly that it is not a pseudo-holdco, a club or a referral scheme.[1] Agencies that want in can register their interest through the site.[1]
SOURCES & CITATIONS
FREQUENTLY ASKED QUESTIONS
What is Comm:unity?
Who founded it?
How do agencies join?
James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.
