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The Alliance of Media Independents (AMI) and ITV are launching a new multi-million-pound commercial partnership – the AMI & ITV Backing Business Fund. The fund is exclusively for the member agencies of the Alliance of Media Independents (AMI) and their new or lapsed brands that wish to advertise on TV, making TV advertising more accessible for all. Alex, our Director of Growth, offers his thoughts on the partnership…

The ITV-AMI partnership launching the “Backing Business Fund” isn’t just another industry deal – it’s a testament to the power of the independent movement – a movement that is fast taking over as the majority player in the media landscape (extending to music too).

Independent agencies are out here making moves that actually matter to clients. This fund, exclusively for Alliance of Media Independents members, exemplifies what happens when agility meets opportunity. No conflicted recommendations driven by share options – just pure focus on what works for the brands we serve and crucially, the money we spend on their behalf (something Mostly Media puts front and centre in to the DNA of the business).

I’ve always been drawn to independents – not just in business, but in music too. Don’t get me wrong, I’ve worked with the majors (Universal, Sony), and they have their place (and dropped me by the way…).

But there’s also something magical about the raw authenticity you get when artists aren’t constrained by major label politics. The same spirit drives independent agencies. We’re not trying to tick boxes for profits over planning; we’re crafting solutions that actually move the needle.

But here’s the thing that really matters: specialist knowledge runs deep in the independent world. A digital-first agency might technically be able to execute TV buying, but understanding the nuances, the relationships, the strategic implications? That’s a different game entirely.

Just because I can play guitar doesn’t mean I understand the mandolin. The fingering might look similar from a distance, but the technique, the resonance – it’s a completely different instrument requiring dedicated practice.

When you’re planning your next campaign, seek out the specialists who’ve mastered their craft. The agencies that live and breathe their discipline. That’s where the magic happens.

Credit: Alex Pilkington, Director of Growth