For independent creatives, the path to higher-level clients can feel like trying to knock on a very tall door with very short arms. But the strategies exist — they just require patience, selective boldness, and a willingness to sit with a little discomfort.

This question was answered by Wez Hawes, an industry leader and independent creative who is actively building his own client base from scratch, and Emma Keen, a mental health expert who explores the psychological barriers that stop creatives putting themselves forward, with Andy Wright as host guiding the conversation.

Plant seeds, don't spray and pray

Wez's approach centres on what he calls occupying real estate in a client's mind. Rather than sending cold messages to every CMO in the country, he is deliberate and selective, reaching out only when he genuinely believes his team can make a difference to that business. This belief, he explains, is what gives him the resilience to keep going. It grounds the outreach in something real rather than desperation, and it helps him pace himself so he does not tip over from consistent into annoying. The goal is simply to be present and memorable when the right opportunity surfaces.

The timing is actually on your side

Andy raised something worth holding onto: there is real appetite for indie talent right now. As larger agencies feel the squeeze of protecting margins and managing sprawling overheads, clients are increasingly open to smaller, more agile partners who can move quickly and care more. If you have been waiting for a good moment to push, this might be it.

The fear is biological — so flip the script

Emma brings a refreshing reframe to the fear of rejection that so many creatives feel when putting themselves forward. That instinct to hold back is not weakness, it is wiring. But she encourages people to challenge the automatic thought of "what if this goes wrong" and replace it with "what if this goes brilliantly." Bold, low-probability outreach has genuinely transformed careers and landed opportunities that seemed wildly out of reach. The ask costs very little. The upside can be enormous.

Getting in front of bigger clients is rarely about one big swing. It is about showing up consistently, selectively, and with something genuine to offer — and trusting that the seeds you plant today will eventually find the right moment to grow.