Individuals hold telling me that massive companies are the long run—that you simply want large scale, deep pockets, and cutting-edge tech to outlive. However after 25 years on this enterprise, I’ve seen firsthand that uncooked creativity and real curiosity nonetheless drive one of the best work.
Positive, some people assume enterprise platforms and large groups are the reply. I imagine the long run belongs to nimble companies that may pivot rapidly and produce contemporary concepts to the desk. The previous “greater is healthier” mindset is shifting. As of late, manufacturers need companions who really get them and produce one thing distinctive to their work, and that’s the place impartial companies shine.
Why manufacturers go impartial
At MOCEAN, we’ve taken our leisure background and utilized that cinematic storytelling to every thing from gaming to pharmatech. When The Cheesecake Factory got here to us, we threw out the usual restaurant promoting playbook and created one thing extra narrative-driven and alive.
Go searching. You’ll see that manufacturers are more and more turning to indies for work that cuts by way of the noise. Tubi and Coors Light are making waves with daring, irreverent social campaigns. NBA and Beats by Dre are connecting throughout generations by way of culturally-authentic inventive. Chipotle and American Express are proving that social-first pondering drives each emotional connection and enterprise outcomes. None of those got here from holding firms—they’re all impartial work.
Having a particular focus isn’t limiting, it’s liberating. It results in deeper insights and work that truly resonates.
Immediately’s shoppers want to maneuver at lightning velocity, stretch their budgets additional, and keep culturally related in an ever-changing panorama. That’s precisely what impartial companies do greatest.
Our flat construction means fewer hoops to leap by way of. Concepts transfer from idea to execution sooner, with actual collaboration alongside the way in which. Whereas massive companies would possibly take months to launch a marketing campaign, impartial retailers like ours ship in weeks.
Thriving expertise means extra innovation
Actual innovation occurs at small, impartial retailers. High expertise desires to make significant work. They need their concepts to see the sunshine of day, not get misplaced in layers of approval. That power is contagious.
Sure, holding firms have sources. However independents aren’t making an attempt to be them; we’re blazing our personal path. We’re testing new instruments, fixing actual issues, and constructing groups that genuinely care about doing nice work.
I see it at MOCEAN on a regular basis. A few of our most progressive AI purposes have come from people simply experimenting on their very own. When folks really feel really empowered, creativity thrives.
The function of expertise
We’re embracing AI, however thoughtfully, as a instrument to reinforce our work, not change human creativity. We use platforms like Midjourney and ChatGPT to streamline displays, tough out ideas, and quickly iterate on concepts.
Some companions are nonetheless determining their AI consolation zone, which we fully respect. In the meantime, we’re constructing experience the place it is sensible, so we’re prepared to steer when the time comes.
Inventive companies will at all times want human perception and artistic intuition. Unbiased companies get that, and we defend area for it.
Purchasers see the distinction. So does expertise. Extra creatives are leaving massive companies for smaller, extra passionate groups—locations the place the work issues greater than workplace politics and outcomes converse louder than processes.
Our power comes from staying adaptable, staying curious, and placing partnership earlier than course of.
Twenty-five years in and I’ve by no means been extra enthusiastic about what’s forward. Creativity nonetheless wins. Curiosity nonetheless wins. And folks nonetheless wish to do work that strikes them.
Michael McIntyre is CEO of MOCEAN.
