Decoding how independent agencies blend culture with content at e4m-iDAC 2025

The upcoming Independent Digital Agency Connect (iDAC) conference on October 15 is set to shed light on a highly relevant theme for modern marketers: ‘Community-Led Brand Building – From Followers to Founders: Building Brands with Communities, Not Just Campaigns’. In today’s age, smart brands are focusing on building communities, not just collecting impressions.

This panel explores how independent agencies are crafting niche ecosystems where culture, content, and co-creation collide. Think WhatsApp micro-tribes, creator collectives, and zero-spend virality driven by loyal audiences.

The third edition of the Independent Digital Agency Connect (iDAC) conference will be held on October 15. As digital landscapes evolve, brands and marketers are realising that audiences no longer want to be passive spectators but they now seek to co-create, engage, and influence the identity of the brands they love. This session will decode how communities are driving authentic brand stories that go beyond traditional campaigns.

The panellists include Aniket Basu, Chief Digital Officer, Loreal; Abbey Thomas, Country Head, Bentley - Wolkswagen; Sanath R Pullika, CMO, Bajaj Consumer Products and Tanmay Prusty, CMO, Crompton. Experts at iDAC will share insights on a wide range of topics. The conversation will revolve around real-world examples of how brands have successfully tapped into communities to shape product innovation, creative campaigns, and customer loyalty. With consumers placing more value on trust, relatability, and inclusivity, the shift toward community-driven brand building is no longer an option but a necessity.

The conference aims to bring together independent agency owners, founders, and leaders from around the world to share ideas, insights, and best practices in the digital sphere. Attendees can look forward to thought-provoking strategies on building sustainable communities, measuring their impact, and integrating them into the larger marketing ecosystem. The session promises to inspire agency leaders, marketers to rethink their approach and highlight how the future of brand building lies in collaboration.