AMI Joins Forces with Experian to Empower Independent Agencies
Published: 24 Jun 2025
The Alliance of Media Independents (AMI), the UK’s largest collective of independent media agencies, is proud to announce Experian as its first official Partner. This landmark collaboration marks a significant step forward as AMI and Experian join forces to drive innovation, amplify the impact of all independent agencies, and deliver exceptional outcomes for brands across the UK.
Experian will work with AMI and its member agencies to drive innovation and empower the independent agency sector. Through this collaboration, Experian will share industry best practices, champion the unique value of independent agencies, and co-develop data-driven solutions tailored to an evolving marketplace.
As part of the partnership, Experian will provide multiple ways for agencies — both large and small — to access a wide range of valuable insights. This data will enable agencies to create smarter, more targeted, and effective campaigns for their clients, ultimately strengthening their competitive advantage in a rapidly changing media environment.
Martin Woolley, Chair of AMI, commented: “Experian’s partnership is a testament to the growing influence of independent media agencies in the UK. By collaborating with Experian, we are equipping our members with the data and insights needed to stay at the forefront of the industry and deliver outstanding results for clients.”
As part of the partnership, AMI and Experian will collaborate on a series of high-impact industry initiatives designed to champion independent agencies and promote data-driven excellence. These include co-hosting a series of insightful podcasts as part of the “Ask the Experts” series and bespoke roundtables addressing the most pressing research challenges facing media agencies today.
These platforms will foster knowledge exchange, spark innovation, and reinforce the strategic value of independent agencies within the media ecosystem. The partnership will also see joint representation at global industry events, including Cannes Lions, where AMI and Experian will spotlight the power of independent media and the role of intelligent data in driving marketing performance.
“We’re thrilled to partner with AMI and the Alliance of Independent Agencies to support the UK’s vibrant indie agency community,” said Colin Grieves, Managing Director at Experian Marketing Services, Experian UK&I. “Ultimately in this fast-changing media landscape, our aim is to help independent agencies grow, innovate, and connect more effectively with new audiences with our powerful audience insights, linkage and data-driven tools.”
In recognition of outstanding talent, Experian will serve as the official partner of the Alliance of Independent Agencies’ Awards Ceremony Afterparty on 1 July 2025. This sponsorship further demonstrates Experian’s commitment to celebrating the creativity, innovation, and entrepreneurial spirit that fuel the independent sector.
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About the Alliance of Media Independents (AMI)
Formed in 2025, AMI brings together 26 of the UK’s leading independent media agencies, representing over £1.56bn in client billings. AMI’s mission is to champion the power and potential of independent media agencies, foster collaboration, and drive industry-wide innovation. For more information on AMI visit their website here, or follow on LinkedIn or Instagram @allianceofmediaindependents.
About Experian
Experian is a global data and technology company, powering opportunities for people and businesses around the world. We help to redefine lending practices, uncover and prevent fraud, simplify healthcare, deliver digital marketing solutions, and gain deeper insights into the automotive market, all using our unique combination of data, analytics and software. We also assist millions of people to realise their financial goals and help them to save time and money.
We operate across a range of markets, from financial services to healthcare, automotive, agrifinance, insurance, and many more industry segments.
We invest in talented people and new advanced technologies to unlock the power of data and to innovate. A FTSE 100 Index company listed on the London Stock Exchange (EXPN), we have a team of 23,300 people across 32 countries. Our corporate headquarters are in Dublin, Ireland. Learn more at experianplc.com.
About Experian Marketing Services
Experian Marketing Services empower brands to better understand, connect and engage with their target audience through deep consumer insights. Our expertise spans demographics, research and dynamic behaviour analysis, providing actionable insight to inform smart marketing and location investment decisions across UK and international markets.
Our addressability and linkage solutions further enable audience engagement in a cookieless digital landscape. By intelligently connecting disparate identity data points, we enable brands, publishers and agencies to maximise their first party data, scale digital campaigns and measure results effectively.
