AdAge – For years, mid-sized independent agencies with 100 to 200 people thrived in the industry. Now, a new middle is emerging as these shops combine forces to take on bigger accounts and compete against major holding companies and large independents.

Strategic agency partnerships have become more commonplace, according to Greg Paull, principal at consultancy R3, especially for influencer pitches he is handling. “We’re running a lot of influencer pitches right now and almost all of these influencer agencies also have agencies as their clients.”

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