The New Wave ~ It’s Friday
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 It’s Friday.
1. Give us the elevator pitch – who are you and what do you do?
It’s Friday is an evidence-based creative company that creates a brand’s unique energy. The thing that makes it impossible to ignore.
2. Are indies still challengers, or have they become the norm?
The challenger distinction matters far less than it used to. The lines between indies, holding companies, global networks and specialist shops have largely disappeared. Clients are not buying based on structure: they buy based on people, capability, thinking, speed, chemistry and outcomes. Independent agencies are no longer niche challengers operating on the fringe. They compete directly with global networks every day, often on the same briefs, against the same expectations, with the same level of strategic and creative ambition.
3. What’s your unfair advantage over the networks today?
Talent: we are attracting an unfair share of the best industry talent. Fearlessness: Political free decision making that leads to the right outcomes. Investment in the future of creativity: we are investing in new technologies that not only enable us to compete but give us the edge.
4. How are you using AI to compete above your weight?
AI has had a seismic impact on our ability to compete in all aspects of our business. From research and insights, CX, production and execution. We have a simple ethos at It’s Friday, Outthink, not out spend. We see AI as an accelerator of our ‘outthink, not out spend ethos. AI is becoming an equaliser for clients, especially challenger brands.
5. What kind of clients are choosing indies right now – and why?
All. No matter the size, scale or category. We aren’t the wildcard or small player anymore. We are being selected on our merits to impact a brands performance in market.
6. What’s next – growth, staying lean, or something else?
Continue to help clients outthink, not out spend.
Check out the other New Wave Q&As below:
Read Tightknit Studio’s Q&A here
Read Bastion Australia’s Q&A here
Read We Are Different’s Q&A here
Read SICKDOGWOLFMAN’s Q&A here
Read Kill Boring Dead’s Q&A here
Read Oblong Creative’s Q&A here
Read The Many Australia’s Q&A here
Read Bureau of Everything’s Q&A here
Read Art of the Possible ANZ’s Q&A here
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