For MEERKATworks, being an independent agency, and supporting independent businesses, isn’t a slogan. It’s a core principle that influences how we plan and buy media, as well as how we live our daily lives.
MEERKATs are naturally down-to-earth, free roaming, “earthical” creatures. As individuals, and as a company, we aim to live every day as ethically, fairly and sustainably as possible. We are proud to be a fully independent media planning and buying agency with no contractual ties to any one media owner. This means that we always work transparently and with objectivity. In short, giving impartial, ethically-sound advice is fundamental to what we do.
Supporting independent businesses has become shorthand for doing good. But behind the slogans and hashtags, there are practical reasons why independence still matters, not just to local high streets, but to the wider economy, to competition and to how brands grow sustainably. Independence isn’t something the MEERKATs switch on at work and forget about outside office hours. It shows up in how we shop, where we eat and drink, and the businesses we choose to spend our time and money with. Not because it makes a good narrative or positioning exercise, but because it reflects how we see the world.
Being independent is integral to us at MEERKATworks
The MEERKATs are proudly, some might say fiercely, independent. We run free in the wild and always work with openness, objectivity and complete integrity.
With no commercial ties or purchase obligations to any one media owner, we are free to choose the best options for our clients. We respect every pound spent, always squeezing the most out of every media budget.
In this way, our approach to media planning and buying is built around clear strategy, transparent decision-making and an honest assessment of what will and will not work. Independence gives us the freedom to put effectiveness first, without compromise.
What does “being independent” really mean?
An independent business is not owned by a larger corporation or group. That independence can exist at a local, regional or national level and it shows up less in size than in structure. Independent businesses make their own decisions, without commercial or contractual ties. They are accountable to their people and their customers, not shareholders or parent companies with competing priorities.
Working with independent businesses, like MEERKATworks, is not about nostalgia or favouring small for the sake of it. It is about choosing to work with organisations that are self-directed, agile, impartial, fair and rooted in the realities of the markets they serve.
Why independent businesses matter to the wider economy
Independent businesses play a vital role in keeping markets competitive. They introduce new ideas, different ways of working and alternatives to the dominant players in any sector. When markets are populated entirely by large corporations, variety decreases, innovation slows and consumer choice narrows.
There is also a clear economic impact. Independent businesses are more likely to reinvest in local supply chains, create skilled employment and contribute to resilient regional economies. That circulation of money supports communities in ways that an extractive corporate model cannot.
At a national level, a strong independent sector prevents entire industries from being controlled by a small number of large players. Diversity of ownership encourages healthier competition, which ultimately benefits consumers and businesses alike.
Independent media planning versus network-led models
Independent media planning operates differently from large network-led agency models. Decisions are made closer to the work, by people who are directly accountable for outcomes. There is less hierarchy, alongside fewer handovers and greater continuity between planning, buying and optimisation.
Transparency is also fundamentally different. Independent media agencies do not have volume deals, internal trading pressures or preferred channels that distort recommendations. Media plans are built around what makes sense for the brand, not what suits a wider network’s commercial arrangements.
This does not mean scale has no value. It means that scale alone is not a strategy. For many independent and challenger brands, media intelligence, flexibility and honest advice matter more than access to bulk buying structures that often come with compromises.
Independent agencies, like MEERKATworks, typically offer senior expertise on every account, rather than reserving it for only the largest clients. That level of involvement matters when media decisions directly affect cash flow and growth trajectory. Just as importantly, independent agencies are free to say no. They can challenge assumptions, avoid unnecessary spend and recommend simpler solutions where they are more effective.
Supporting independent businesses is an everyday habit
Supporting independent businesses can turn into something seasonal or reactive; for example, a response to closures on the high street or a conscious effort during certain moments of the year. For MEERKATworks, it is far more routine than that.
Choosing independent cafés, restaurants, retailers and venues is part of our everyday lives. These are the places that feel accountable to their communities, evolve quickly and take pride in what they offer. Over time, those choices shape expectations around quality, service and value in a way that large, standardised chains rarely do.
Being independent, and supporting independent, starts with intentional decisions
For The MEERKATs, independence is not a positioning line. It is something we choose daily, often in small, unremarkable ways and it informs how we approach our work just as much as how we spend our time. That consistency is important.
Why not work with a media partner that lives by its independent values? If you’re a brand looking for media planning that is intentional, objective, transparent and commercially grounded, MEERKATworks would love to talk. Get in touch with the team today.