In a world where the media landscape is becoming more fragmented and personalized, DEPT® has built an agency model that thrives on independence, flexibility, and cutting-edge technology. Leaders Andrew Dimitriou (Global Chief Client and Growth Officer), Joanna Trippett (CEO, EMEA), and Sam Huston (SVP Media) share their vision for how DEPT®’s flexible, partner-driven structure enables the agency to drive innovative marketing strategies for major global brands.
Can you give us a top line overview of your structure and some of the clients with whom you work?
DEPT® is a unique agency built for the modern age – a 50/50 blend of tech and marketing services, empowering ambitious brands to unlock their full potential. With 4,000+ specialists across 30+ global locations, we excel in Brand & Media, Customer Experience, and Technology & Data, delivering next-generation solutions for clients like eBay, Google, Lufthansa, Netflix, Arm, and Diageo.. We are also partner-led, with 200+ partners leading our business and client relationships resulting in an entrepreneurial drive boosting every project and client relationship. As a climate-neutral and B Corporation-certified company, we're also committed to making a positive impact.
What are the key advantages and strengths of being an independent agency versus being part of a larger network and / or holding company?
What truly sets DEPT® apart are three things.
- Unique Capabilities: We have a future-facing set of capabilities at the intersection of marketing and technology. Clients understand that in today's modern marketing world to be competitive you need a partner that can help clients navigate the complexities, and drive things towards a competitive business advantage.
- Go-to-market: We go to market globally which means we don’t have silos. No separate P&L, No Egos. We have people that are organized around clients and capabilities that service these clients. Whether they are in the country, on-site, near-shore, or off-shore we have the blend of talent and expertise that allows us to scale clients, and do it efficiently. This allows us to be incredibly flexible and responsive to client needs. Simply put, we’re one company that can move at pace without the bureaucratic layers and limitations often found in larger organizations.
- Pioneering Work: Innovation sits at the heart of DEPT’s DNA. We can also make bold decisions and invest in emerging technologies without being constrained by rigid processes or shareholder pressures. Whether that’s the innovative work we are doing with Google, Meta or eBay - this DNA translates to more innovative, impactful solutions that deliver real business results.
On a personal level, this is precisely what drew me to DEPT® in September. Having spent 25+ years in the industry, I was looking for an environment that fostered creativity, collaboration, and a genuine passion for pushing boundaries. DEPT® offered that and more. The independent spirit here empowers individuals to take ownership, challenge conventions, and make a real difference for our clients. It's an incredibly energizing and inspiring place to be. Being a partner-led organization means that our clients deal with people who are empowered to make decisions not decks. This means we can be more agile than most; turning this into a considerable advantage for our clients.
How has the media landscape changed to make independent models more viable or appealing?
The media landscape is increasingly complex, but our nimble structure allows us to thrive. We leverage cutting-edge technologies and platforms, tailoring strategies to specific audiences and optimizing real-time campaigns.
The media landscape has evolved significantly, creating a fertile ground for independent models to thrive. This shift is driven by three key factors: the rise of first-party data, the declining importance of scale, and a growing demand for agility and personalization.
1. The Decline of Scale as the Ultimate Metric:
The days when scale was the defining advantage in media are waning. With fragmented audiences across platforms and the deprecation of third-party cookies, scale has become less about reaching the largest possible audience and more about targeting the right audience effectively. Independent models, which are not tied to legacy infrastructures or rigid ecosystems, can focus on precision rather than sheer volume. This allows brands to optimize for quality engagements over mass reach.
2. The Shift to First-Party Data:
Privacy regulations (like GDPR and CCPA) and shifts in technology (such as Apple’s ATT framework) have put first-party data at the forefront of media strategies. Independent models are inherently appealing in this environment because they excel at leveraging bespoke first-party data strategies. Without the constraints of proprietary walled gardens, independent models can help brands like Hyatt unlock the full potential of their loyalty and CRM data, integrating it across channels for seamless activation and measurement.
3. Agility in a Fragmented Media Landscape:
The proliferation of new channels—CTV, audio streaming, digital out-of-home, and niche social platforms has created an incredibly fragmented media environment. Independent models, free from the constraints of one-size-fits-all solutions, are uniquely positioned to be agile and platform-agnostic. They can pivot quickly, test emerging platforms, and build bespoke strategies that align with specific brand objectives.
4. Customization and Personalization:
Independent models enable a shift from rigid, pre-packaged solutions to tailored strategies that align with a brand’s unique goals. For hospitality brands, this means focusing on personalized messaging and guest-first approaches that drive loyalty rather than transactional relationships.
In essence, the media landscape has changed to favor those who can deliver flexibility, creativity, and data-driven precision qualities that are central to independent models. These models are no longer just viable; they are essential for brands looking to thrive in a world where personalization and agility take precedence over pure scale.
Has the trend towards project work vs the AOR model been a catalyst for change, or will it be, in terms of agency structure? Has it created new expectations from the client POV?
The trend towards project work presents both challenges and opportunities. We embrace it by building strong client partnerships, even within project-based frameworks. This ensures consistent value and a deep understanding of their business goals. We’re proud to keep longstanding relationships with most key clients, including eBay, Just Eat Takeaway, Google, Moody’s, and others. We're also adept at assembling agile, specialized teams to meet the unique demands of each project while prioritizing transparent communication and collaboration throughout. While there is a trend to project work, we notice that our partnerships remain ongoing, for long periods; simply in a different guise.
Turning to creativity, media, and tech, where do you see the most opportunity for brands?
When it comes to creativity, media, and tech, the biggest opportunity for brands lies in creating seamless, personalized experiences - connecting the dots between those three disciplines - to resonate with consumers on an individual level. DEPT® excels at crafting these experiences across all touchpoints, leveraging the power of creativity, media, and technology. Take our recent project with Netflix and Just Eat Takeaway - to promote Just Eat’s sponsorship of the award-winning Netflix show Squid Games, a cross-discipline team of 35 creatives, technologists, and producers brought fans of the show together on a multisensory campaign spanning above-the-line, experiential Influencers, and an AI-enhanced game.
We use data and technology to fuel creative ideas and deliver impactful media campaigns with measurable results. Our integrated solutions combine compelling brand storytelling with innovative technology to forge meaningful consumer connections. This, combined with our independent spirit and global scale, makes us the ideal partner for brands seeking to capitalize on these opportunities and navigate today's complex landscape.