The Case for Independent Thinking in a Reset Industry

When I first joined Goodway Group to lead our independent consultancy, Overline Consulting (CvE at the time), I was struck by the organization’s spirit: humble to a fault, values-driven, and obsessively focused on making clients heroes by helping them grow. Now, stepping into the role of Group CEO, I see both the opportunity and responsibility to carry that spirit forward — into a new chapter for our company and the broader marketing ecosystem.

After nearly two decades of visionary leadership, Jay Friedman handed me the baton. His transformation of Goodway Group from a 28-person print business into a global digital marketing force is both humbling and inspiring. I’m grateful that he’ll continue as a strategic advisor — a steady hand and sparring partner as we chart what’s next.

A Market Shaped by Crisis and Complexity

The past few years have tested our industry like never before. COVID-19 accelerated digital transformation, forced a reckoning with business resilience, and rewired consumer expectations. According to McKinsey, companies accelerated the digitization of customer and supply-chain interactions by three to four years during the pandemic.

Today, we're facing another turning point driven by geopolitical instability, economic volatility, and tariff pressures. These dynamics are challenging brands' long-term agility and forcing a rethinking of how growth is engineered. Marketing is no longer a line item or cost center. At Goodway Group, we believe it’s the primary growth engine of any business, a strategic lever that determines not only who survives but who truly scales.

Why Indie Agencies Are Rising

That evolution favors the independents.

In 2021, indie agencies managed 38.9% of U.S. ad spend. By Q1 2024, that figure climbed to 41.8%, according to eMarketer. Why? It's because agility, transparency, and speed have shifted from competitive advantages to business imperatives. As more dollars move away from holding companies toward indies and in-house teams, we’ve evolved to support right-housing strategies, meeting brands where they are and helping them build for what’s ahead.

Meanwhile, traditional holding companies are consolidating under pressure. In late 2024, Omnicom acquired Interpublic Group for $13 billion, creating the largest holding company in advertising history. While the merger promises scale, it also introduces complexity, client conflicts, and structural disruption.

WPP, another legacy giant, recently rebranded GroupM as WPP Media, potentially eliminating 45% of roles in the process. Moves like this signal an industry grappling with internal efficiencies rather than outward-facing innovation.

In contrast, indies are thriving because we’re built differently. At Goodway Group, we’ve unified our operations into a single global entity under one team and one P&L. We’ve invested deeply in commerce, consulting, connection, and conversion powered by our proprietary Agentic AI. And we move with clarity and conviction – free of holding company red tape or private equity pressures. Not all indies are created equal. Some have “independent” on the door but are backed by investors with their own agendas. Goodway Group is truly independent – family-owned, with a 96-year history and zero outside investment. With no external masters, we make decisions for the long term, focused solely on what drives meaningful outcomes for our clients and our people.

Where We Go From Here

Goodway Group is approaching its centennial, but reinvention has always been part of our DNA. And that’s the kind of partner today’s marketers need. As CEO, I’m focused on continuing our evolution with humility and urgency. My promise to clients and partners is simple: We’ll be the most adaptive, outcomes-obsessed growth partner you have.

We’ll keep investing in world-class talent, embedding consulting deeper into every engagement, and building solutions that simplify modern marketing — all with a growth mindset focused on identifying the highest-impact levers to drive results faster, with less investment and greater efficiency.

If you're a brand seeking to modernize, navigate economic headwinds, or scale your direct-to-consumer model — we’re ready to help. Reach out to me directly with your biggest challenge.

Let’s shape the future of marketing together.

— Paul

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Listen to my podcast: Time for A Reset

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About the Author:

Paul Frampton-Calero is the CEO of Goodway Group, a fiercely independent, global marketing services company that helps forward-thinking brands unlock growth across consulting, connection, commerce, and conversion. With over 20 years of experience in marketing and transformation, he’s known for his people-first leadership and passion for innovation. Paul also hosts the Time for a Reset podcast, is a regular industry speaker, and actively mentors emerging talent. He brings a global perspective, deep industry expertise, and a clear vision for the future of modern marketing.