Media Buying Briefing: For a small independent, Butler/Till is innovating on a number of levels

If there’s one thing technology has enabled, it’s the ability for smaller media agencies to build out tech stacks in ways that let them execute in a similar fashion to the big holding companies. Be it programmatic investment or media mix modeling, be it current analytics to even AI adaptation to their needs, the gap between holdco tools and indie tools has narrowed. 

How Indies use those tools largely determines their success rate and reputation. Take Butler/Till, a Rochester, N.Y.-based independent media agency with a female CEO, one that’s also employee-owned and a certified B-Corp (a company that meets high standards of social and environmental performance, accountability, and transparency).

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