Former Contagious managing director Amar Chohan today launches DCA, a new marketing intelligence service and pitch consultancy designed to champion independent agencies and correct what agency leaders describe as a “fundamentally broken” intermediary system.
DCA brings together deep industry knowledge with a better way for clients to discover and connect with independent creative agencies.
The service launches with a clear mission: to replace what many describe as an “exploitative” intermediary model with a more sustainable system, DCA will enable outstanding independent to compete on even footing with network agencies.
“When agency leaders describe experiencing ‘PTSD’ from their intermediary relationships, that’s a clear signal something is fundamentally wrong,” says Amar Chohan, DCA’s founder and CEO.
“The current system forces agencies to either inflate client costs or compromise on service quality to cover excessive intermediary fees. We’re talking about six-figure sums being extracted through commissions that are often locked in for three, sometimes five years.
“That’s capital that should be invested in delivering better work for clients. It’s a lose-lose scenario that degrades work quality and client value.”
“DCA is underpinned by a simple truth: most clients would be best served by working with independent agencies,” adds Chohan. “They consistently offer better service, better value, and more hands-on senior talent involvement. Yet the traditional system is stacked against these superior solutions ever making it onto client shortlists.”
DCA’s approach reflects the fundamental shifts in how marketing departments now operate. With stronger in-house capabilities than ever before, brands increasingly seek specialist expertise for specific challenges rather than traditional full-service relationships. Independent agencies, with their focused specialisations and hands-on senior involvement, are often better positioned to complement and enhance in-house teams.
The platform launches with support from an advisory board featuring industry leaders from Brixton Finishing School, Liberty, Premiership Rugby, and other prominent organisations.
More than 25 of the UK’s leading independent agencies have already joined DCA, including The Or, JOAN, hijinks, Defiant & The Kite Factory, drawn by its mission to create more equitable conditions for agency-client partnerships to thrive.
“This isn’t just about correcting a market imbalance – it’s about creating the conditions for better marketing outcomes across the board,” says Chohan. “At a time when marketing effectiveness faces unprecedented scrutiny, we can’t afford systems that unnecessarily drain resources from actual marketing output.”
“DCA’s launch comes at a pivotal moment for the industry. As network agencies pursue unprecedented consolidation through megamergers like Omnicom-IPG, there’s growing recognition that independent agencies are often better positioned to meet most clients’ needs through their agility, senior-level involvement, and focused expertise. The platform’s launch marks a significant step toward making these superior solutions more accessible to forward-thinking brands.”
Source: DCA
Independent agency champions launch DCA to reshape “broken” intermediary landscape added by newsroom on
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