A Celebration
of Independent
Thinking

THU 21 JAN 20279:00–18:00NEW YORK CITYONE DAY · 50/50

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INDIES X sheep mark
IndiePoets  ×  IndieDancers  ×  IndieRockers  ×  IndieComics  ×  IndiePoets  ×  IndieDancers  ×  IndieRockers  ×  IndieComics  ×  
01

The Concept

A 50/50 room, built to benefit both sides. Independent agencies gain visibility, partnership networking and client exposure. Clients get direct access to the industry’s most interesting independents — their thinking, working models, creativity and culture.

CMOs want to hear from other CMOs about what actually works. So we put them at the centre of the conversation: why they’re working with independents, where those partners fit into their agency mix, what they do differently, and what makes the relationships successful.

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% Clients in the room
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% Indie agencies
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Very opinionated CMOs
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Sessions in one day
02

The Program

Some of the best conversations from Cannes, continued in New York — smaller room, sharper edit.
A

CMO Conversations

Three live panels. Nine very-opinionated, indie-driven CMOs on why they went independent, what they actually need now, and reinventing legacy brands.

B

Practical Case Studies

The work behind the work, unpacked from both sides — what worked, what didn’t, and what almost killed it. Plus five things worth stealing before you leave.

C

Cultural Inspiration

We look outside advertising: independent musicians, comedians, poets and dancers punctuate the day, plus a live podcast recording and plenty of time to mingle.

03

The Voices

Lee Clow portrait

Lee ClowTBC

Opening Keynote “Think Different”

Chuck McBride portrait

Chuck McBride

Moderator Why I Went Indie

Jason Harris portrait

Jason Harris

Soul & Science Live Podcast

Bill Oberlander portrait

Bill Oberlander

Moderator Reinventing the Legacy Brand

04

The Day

Tentative · 9am–6pm
01
9:00–9:45
Breakfast + Coffee

Breakfast and an easy start to the day, with time to meet the room.

Break
02
9:45–10:00
Welcome: The Independent Advantage

The One Club welcomes IAL, expands on why independent thinking matters now, and what we want to get out of the day.

Conversation
03
10:00–10:30
Opening Keynote: “Think Different”

Lee Clow (TBC) — or another A-list creative — on creative courage, independence and the enduring business value of thinking differently.

Conversation
04
10:30–10:45
IndiePoet

Poet TBC.

Live act
05
10:45–11:25
CMO Conversation #1: Why I Went Indie

Three challenger-brand CMOs on why they work with independents, where they outperform, and what makes those relationships work. Chuck McBride to moderate.

Conversation
06
11:25–11:50
Coffee + Networking

Break.

Break
07
11:50–12:20
What CMOs Actually Need From Agencies Now

A candid conversation about speed, specialization, AI, culture and efficiency — and what earns an agency a seat at the table. Possibly moderated by Lisa Colantuano, AAR Partners, for a search-consultant POV.

Conversation
08
12:20–12:55
The One Club: The Independent Opportunity

The momentum behind independent creativity, and a spotlight on The One Show’s Indie category awards. A talk or a panel of OS Indie judges.

Conversation
09
12:55–1:30
The Independent Table: Lunch

A hosted lunch that intentionally mixes clients and agency leaders.

Break
10
1:30–2:10
Soul & Science: Live Podcast Recording

Jason Harris + Lyndsay Harris with three creatively ambitious CMOs on creativity, culture and commercial performance.

Conversation
11
2:10–2:25
IndieComic

Comic TBC.

Live act
12
2:25–2:55
The Work Behind the Work

One CMO and one indie agency leader unpack a great piece of work from both sides. What worked, what didn’t, and what almost killed it.

Conversation
13
2:55–3:10
Creativity at the Speed of Culture

A short partner perspective on AI, new creative tools and what they make possible for smaller, ambitious teams. Sponsor TBD.

Conversation
14
3:10–3:35
Coffee + Networking

Break.

Break
15
3:35–4:15
CMO Conversation #3: Reinventing the Legacy Brand

Bill Oberlander with three established brand leaders on using independent partners to move faster, challenge internal thinking and stay culturally relevant.

Conversation
16
4:15–4:30
IndieDancers

Dancers TBC.

Live act
17
4:30–4:45
Five Things Worth Stealing

Five ideas from the day worth taking back to your team tomorrow. Presented by an IAL member agency or OS Indie winner.

Conversation
18
4:45–6:00
Cocktails + IndieRockers

Drinks, live music and time to keep the conversations going.

Live act
05

The Live Acts

IndiePoet

TBD

IndieComic

TBD

IndieDancers

TBD

IndieRockers

TBD

06

Why The One Club

The natural champion for independent creativity.

Home to the Indie awards within The One Show, and best positioned to spotlight indie winners while driving entries and membership across the sector. Their backing gives the day credibility with agencies and clients alike.

The One Club for Creativity
07

Venue + Invitation

A room worth giving up a working day for.

Curated by invitation to hold the 50/50 balance of clients and independent agency leaders. Tell us who you are and we’ll come back to you with details.

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450 W 31st Street, 7th Floor
New York, NY 10001

THU 21 JAN 2027    9:00–18:00    NEW YORK CITY    ONE DAY · 50/50

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