“There’s a challenge with trying to build something like that in-house. We’ll never be as good [at media] as Crossmedia is,” said Clunie. “This partnership speaks to a new way of embedding talent, collaborating and getting the best of both.”

Crossmedia executive director Jodi Monroe will lead JoanxMedia. “JoanxMedia will give media a seat at the table from day one, saving our clients the dance between two different strategic operation systems,” Monroe said in a statement provided to Adweek.

JoanxMedia is the latest development at the creative agency, which received Adweek’s 2022 Small Agency of the Year award. Joan Creative recently opened its new Manhattan office and relocated its growing team. It’s expanded its offering beyond the Crossmedia partnership, adding practices including the in-house culture and brand company Damn Joan, a merchandise arm and its full-scale production practice Joan Studios.

Asghar and Clunie hope the new offering pushes the industry forward, and they’re willing to share their learnings with other independent agencies interested in the strategy. “We love supporting the indie community,” Asghar said.