The Ad Age Small Agency Awards 2025 just wrapped up, and it’s clear that independent agencies are really making their mark. This year’s event, held in Toronto, celebrated the best of the best, showing how nimble shops can create amazing work and build strong teams. It wasn’t just about the awards themselves, but also about the energy and shared success among these smaller, creative businesses. Many winners talked about the freedom they have to take chances, which often leads to work that stands out. It’s pretty inspiring to see how these agencies are not only competing but leading the way in the industry.
Key Takeaways
- WorkInProgress took home the top Small Agency of the Year Gold award.
- SuperHeroes won Gold for agencies with 1-10 employees, and Preacher won for those with 76-150 employees.
- Special US was recognized with Gold awards for both their Digital Campaign and Integrated Campaign.
- Christy Hiler of Cornett was named Executive of the Year.
- Regional awards went to Öpinionated (Northwest), Bakery (Southwest), and The Mayor (Southeast), with Fuse Create winning for Best Use of AI.
1. WorkInProgress: Small Agency of the Year Gold
This year, the top honor for Small Agency of the Year Gold goes to WorkInProgress. It’s a big deal, and honestly, well-deserved. They’ve been around for about nine years, and looking at their numbers, it’s easy to see why they’re getting this award. Last year, they pulled in $44 million in revenue, which is a huge jump – 52% more than the year before. And they’re not slowing down; they expect another 15% growth in 2025. That kind of steady climb shows they’re doing something right.
One of their standout projects was the Emergency Pizza campaign for Domino’s. It wasn’t just a good idea; it actually moved the needle. The campaign got a massive 1.7 billion earned media impressions, which is pretty wild, and it helped boost same-store sales by 2.8%. That’s the kind of real-world impact that makes clients happy and, clearly, impresses award judges too. It really shows how independent agencies can create work that gets noticed and makes a difference. You can read more about their wins on Indie Agency News.
What’s also impressive is how they balance client work with building a strong internal team. Awards like this aren’t just about the campaigns; they’re also about the culture and how the agency operates day-to-day. WorkInProgress seems to have figured out that sweet spot, proving that small agencies can compete and win on a much larger stage.
2. SuperHeroes: 1-10 Employees Gold
It’s always impressive to see how the smallest shops can make the biggest waves, and SuperHeroes really proved that this year. Winning the Gold for agencies with 1-10 employees is no small feat, especially when you consider the sheer talent out there. They snagged this award for their work with Lenovo, and the results speak for themselves.
This campaign managed to boost global sales by a solid 32% and also gave brand awareness a nice 10% bump. That’s the kind of impact that gets noticed, especially when you’re working with a lean team. It just goes to show that size really doesn’t matter when you’ve got smart ideas and the drive to execute them.
| Metric | Result |
|---|---|
| Global Sales Lift | 32% |
| Brand Awareness | 10% |
It’s a great reminder that creativity and strategic thinking can come from anywhere, and SuperHeroes are definitely leading the charge in the small agency space. They’re not just competing; they’re setting a high bar for what’s possible.
3. Preacher: 76-150 Employees Gold
Preacher really knocked it out of the park this year, snagging the Gold award for agencies with 76-150 employees. They’ve been doing some solid work, and it’s great to see them get this recognition. Their approach to revitalizing GMC’s ‘Professional Grade’ campaign really paid off, helping to push sales up by a solid 13%. That’s the kind of impact that gets noticed.
It’s not just about one big win, though. Preacher has shown a consistent ability to create campaigns that connect. They’ve managed to balance creative flair with real business results, which is a tough act to pull off.
Here’s a quick look at what made their work stand out:
- Revitalized GMC Campaign: They took an established slogan and gave it new life, leading to significant sales growth.
- Client Focus: Their success shows a deep understanding of client needs and how to meet them with smart, effective advertising.
- Team Strength: Winning in this category highlights the talent and hard work of their entire team, proving that a mid-sized agency can compete with the best.
It’s clear that Preacher is doing something right, and this award is well-deserved. They’re a great example of what independent agencies can achieve.
4. Special US: Digital Campaign Gold
Special US really knocked it out of the park this year, snagging the Gold for Digital Campaign. Their work with Uber, specifically the ‘Brian Cox Goes to College’ campaign, was a standout. It’s not every day you see a campaign that’s both hilarious and incredibly effective at getting people to pay attention.
This campaign managed to tap into a cultural moment, using a well-known personality to create something genuinely shareable and memorable. It’s a great example of how digital can be used not just for direct response, but to build brand personality and connect with audiences on a deeper level.
Here’s a quick look at what made it work:
- Unexpected Casting: Brian Cox, known for his serious roles, in a college setting was inherently funny and attention-grabbing.
- Platform-Specific Content: The campaign was tailored for digital platforms, making it feel native and engaging.
- Clear Call to Action (Implied): While entertaining, it still subtly reinforced the Uber brand and its services.
It’s this kind of smart, creative thinking that really sets agencies like Special US apart. They understand how to make digital work feel less like an ad and more like entertainment, which is a tough balance to strike. You can read more about the awards and other winners on Ad Age’s site.
5. Special US: Integrated Campaign Gold
This year, Special US really knocked it out of the park with their integrated campaign for Uber Eats, featuring Matthew McConaughey and his wild theories about football. It’s the kind of work that makes you stop and think, “Wait, what?” but in the best way possible. They managed to blend humor, pop culture, and a clear message about the product so well.
What made this campaign stand out was its ability to connect on multiple levels. It wasn’t just a TV spot; it was a whole conversation starter. They really leaned into the absurdity of McConaughey’s persona, making it feel authentic to the brand. It’s a great example of how a small agency can create big impact by being smart and bold.
Here’s a quick look at what made it work:
- Unexpected Talent: Using Matthew McConaughey in such an offbeat way was a masterstroke.
- Multi-Platform Approach: The campaign wasn’t confined to one channel; it spread across TV, digital, and social, creating a consistent buzz.
- Cultural Relevance: Tying it into the cultural moment of football season made it timely and relatable.
It’s clear that Special US understands how to build a narrative that sticks. You can see more about how agencies are making waves in the industry by checking out Indie Agency News coverage.
6. Christy Hiler, Cornett: Executive of the Year
This year, the Executive of the Year award goes to Christy Hiler of Cornett. It’s a big deal, recognizing her work in starting the OwnIt movement. This initiative started small, just looking at agencies owned by women, but it’s really grown. Now, it’s a community of 780 agencies. That kind of growth shows real leadership and a commitment to making things better for a lot of people in the industry. It’s not just about one agency; it’s about building something bigger that helps many others too.
What makes this award particularly fitting is how it highlights a different kind of success. It’s not just about the campaigns an agency runs or the clients they land. It’s about the person behind the scenes who’s building community and driving positive change. Hiler’s dedication to the OwnIt movement is a clear example of that.
Here’s a quick look at the impact of the OwnIt movement:
- Initial Focus: Identifying agencies owned by women.
- Growth: Expanded to include a broad community of agency owners.
- Current Size: Now comprises 780 agencies.
- Impact: Creating a network for support and shared progress.
It’s inspiring to see leaders like Christy Hiler being recognized for their efforts to create a more inclusive and supportive industry. Her work with OwnIt is a testament to what can be achieved when someone focuses on building connections and fostering growth beyond their own company.
7. Öpinionated: Northwest Regional Gold
This year, Öpinionated really stepped up and snagged the Gold for the Northwest Regional category. It’s pretty cool to see how they’ve been building their presence out there. They didn’t just win regionally, either; they also picked up a Silver for Integrated Campaign, which shows they’re not just good at one thing.
What’s interesting about Öpinionated is their approach. They seem to really focus on understanding the local market and what makes people tick in the Northwest. It’s not just about flashy ads; it’s about work that connects.
Here’s a quick look at what made their work stand out:
- Deep local insights: They clearly did their homework on the Northwest audience.
- Creative integration: Their campaigns weren’t just digital or print; they blended different channels effectively.
- Measurable results: Beyond the creative buzz, their work actually moved the needle for clients.
It’s a solid win for them and a good sign for other independent agencies in the region looking to make their mark.
8. Bakery: Southwest Regional Gold
This year, Bakery snagged the Southwest Regional Gold award, and honestly, it’s well-deserved. They’ve been doing some really solid work down in that part of the country, consistently putting out campaigns that just work. It’s not always about the flashiest stuff, you know? Sometimes it’s about understanding the local market and connecting with people in a way that feels real.
Bakery really showed their strength with a campaign for a regional fast-food chain that focused on community and local pride. They didn’t just push a product; they tapped into what makes that area tick.
Here’s a quick look at what made their winning work stand out:
- Deep understanding of the Southwest: They didn’t just parachute in; they seemed to genuinely get the culture and nuances of the region.
- Creative storytelling: Their campaigns told stories that resonated, making the brand feel like a part of the community.
- Measurable results: Beyond the creative buzz, the work drove real business outcomes for their clients, which is always the bottom line.
It’s great to see an agency like Bakery get this kind of recognition. They’re proving that you don’t need to be in one of the big coastal cities to produce award-winning, impactful advertising.
9. The Mayor: Southeast Regional Gold
Taking home the Gold for the Southeast Region, The Mayor agency really showed up this year. It’s always impressive to see how regional agencies can compete with the big national players, and The Mayor definitely proved that point.
Their work this past year really stood out for its smart approach and clear results. They managed to connect with audiences in a way that felt authentic and impactful, which is no small feat in today’s crowded market. It’s not just about flashy campaigns; it’s about work that actually moves the needle for clients. This win is a testament to their dedication and creative thinking.
- Client Engagement: Focused on building strong, collaborative relationships.
- Creative Strategy: Developed unique concepts that addressed client needs directly.
- Market Impact: Achieved measurable success for their clients across the region.
It’s great to see agencies like The Mayor getting this kind of recognition. They’re a prime example of how independent shops can thrive by staying focused and delivering quality work. For anyone looking to understand what’s working in the Southeast, The Mayor is definitely an agency to watch. You can check out more about their approach to building a strong online presence on Indie Agency News.
10. Fuse Create: Best Use of AI Gold
Fuse Create snagged the Gold for Best Use of AI, and honestly, it’s about time we saw agencies really digging into what artificial intelligence can do beyond just making buzzwords. They didn’t just dabble; they built something that clearly impressed the judges. Their "Schneiders vs. SchnAIders" campaign is a prime example of how AI can be integrated thoughtfully into creative work, making it more engaging and memorable.
It’s not just about using AI for efficiency, though that’s important too. It’s about how AI can help create work that stands out. Think about it: AI can analyze data in ways humans can’t, find patterns, and even help generate creative concepts. For Fuse Create, this meant developing a campaign that felt fresh and innovative.
This win really highlights a shift in the industry. Agencies are moving past the novelty of AI and starting to use it in practical, impactful ways. It’s about finding those unique applications that give a campaign an edge. Fuse Create showed us that with the right approach, AI can be a powerful tool in the creative arsenal. It’s exciting to see where this leads next for them and for the industry as a whole. You can read more about their win at Schneiders vs. SchnAIders.
The Takeaway: Indies Are Leading the Pack
So, what’s the big picture from this year’s Ad Age Small Agency Awards? It’s clear that independent agencies are really stepping up. They’re not just doing good work; they’re setting the pace. We saw a lot of wins for smaller shops, showing they have the guts to try new things and move fast. Plus, it wasn’t just about the client wins. Many agencies were recognized for building solid teams and good workplaces. It’s a strong sign that these independent shops are a major force in advertising right now, proving that creativity and smart business can go hand-in-hand, no matter your size.
Frequently Asked Questions
What are the Ad Age Small Agency Awards?
These awards celebrate the best independent advertising agencies. They recognize agencies that do great client work, have good business practices, and create welcoming workplaces for their teams.
Who won Small Agency of the Year Gold?
WorkInProgress took home the top prize for Small Agency of the Year Gold. They also received a Silver award for their Domino’s ‘Emergency Pizza’ campaign.
Which agencies won awards for their size?
SuperHeroes won Gold for agencies with 1-10 employees. Preacher earned Gold for agencies with 76-150 employees. Several other agencies were recognized in different size categories.
What kind of campaigns were honored?
Special US won Gold for both Digital Campaign and Integrated Campaign. Fuse Create was awarded Gold for the Best Use of AI. Other campaigns were recognized for media, experiential work, and B2B efforts.
Who was named Executive of the Year?
Christy Hiler from Cornett received the Executive of the Year award. She was recognized for her work in creating the OwnIt movement, which supports women-owned agencies.
Were there regional awards given out?
Yes, regional awards were presented. Öpinionated won Gold for the Northwest region, Bakery won Gold for the Southwest, and The Mayor received Gold for the Southeast region.
