Agency Business #50: How independent agencies are competing by putting people first, with Morrison’s Amanda Forgione
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Dec 15, 2025 Amanda Forgione, CEO of Morrison, shares her insights from her 25-year journey in an independent agency with deep family roots in advertising. She discusses how AI disrupts traditional practices and the necessity of a flexible, people-first model in agency management. Amanda highlights the importance of senior access, cautious budgeting, and the value of creativity with limited resources. She emphasizes the enduring relevance of PR and the rise of female leadership, while contrasting the independence of agencies with larger corporate structures.
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Leadership Time Is Tripartite
- Amanda splits her time roughly into vision, management, and client-facing thirds.
- She treats planning as a frequent (quarterly) exercise because the industry is changing rapidly.
Budget Decisions Should Be ROI-Led
- Prioritize investments by expected ROI and review budgets monthly to adapt priorities.
- Investigate tech purchases thoroughly before committing to recurring costs.
Explore Alternatives Before Adding Headcount
- Before hiring headcount, consider tech, partners, or creative staffing to meet needs.
- Stay conservative on large capital expenses and remain decisive but thorough.