AMI Joins Forces with Experian to Empower Independent Agencies
by on 18th Jun 2025 in News
The Alliance of Media Independents (AMI), the UK’s largest collective
of independent media agencies, is proud to announce Experian as its first official partner. This
landmark collaboration marks a significant step forward as AMI and Experian join forces to drive
innovation, amplify the impact of all independent agencies, and deliver exceptional outcomes for
brands across the UK.
Experian will work with AMI and its member agencies to drive innovation and empower the
independent agency sector. Through this collaboration, Experian will share industry best practices,
champion the unique value of independent agencies, and co-develop data-driven solutions tailored
to an evolving marketplace.
As part of the partnership, Experian will provide multiple ways for agencies—both large and
small—to access a wide range of valuable insights. This data will enable agencies to create smarter,
more targeted, and effective campaigns for their clients, ultimately strengthening their competitive
advantage in a rapidly changing media environment.
Martin Woolley, chair of AMI, commented: "Experian’s partnership is a testament to the growing
influence of independent media agencies in the UK. By collaborating with Experian, we are
equipping our members with the data and insights needed to stay at the forefront of the industry
and deliver outstanding results for clients."
As part of the partnership, AMI and Experian will collaborate on a series of high-impact industry
initiatives designed to champion independent agencies and promote data-driven excellence. These
include co-hosting a series of insightful podcasts as part of the "Ask the Experts" series and bespoke
roundtables addressing the most pressing research challenges facing media agencies today.
These platforms will foster knowledge exchange, spark innovation, and reinforce the strategic value
of independent agencies within the media ecosystem. The partnership will also see joint
representation at global industry events, including Cannes Lions, where AMI and Experian will
spotlight the power of independent media and the role of intelligent data in driving marketing
performance.
"We’re thrilled to partner with AMI and the Alliance of Independent Agencies to support the UK’s
vibrant indie agency community," said Colin Grieves, managing director at Experian Marketing
Services, Experian UK&I. "Ultimately in this fast-changing media landscape, our aim to help
independent agencies grow, innovate, and connect more effectively with new audiences with our
powerful audience insights, linkage and data-driven tools."
In recognition of outstanding talent, Experian will serve as the official partner of the Alliance of
Independent Agencies’ Awards Ceremony Afterparty on 1 July 2025. This sponsorship further
demonstrates Experian’s commitment to celebrating the creativity, innovation, and entrepreneurial
spirit that fuel the independent sector.
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