The Golden Era of the Unusual Suspects

New ‘Unusual Suspects’ Docuseries Tracks Rise of Indie Agencies and How They Land Big Brands With Help of Consultancy NBZ.

The Golden Era of the Unusual Suspects is a raw look at how indie agencies (i.e. “unusual suspects”) land business in today’s agency landscape, and how brands find and collaborate with them. Told from inside the rooms, rides, and red-eyes where decisions happen, the series — created by and starring consultancy NBZ cofounders Rachel Segall and Simone Oppenheimer Mandel — reveals a once-in-a-decade shift in the marketing world.
With more agencies than ever before, marketers are seeking out more modern, founder-led shops and giving them opportunities once reserved for the industry’s giants. Shot largely on phones, the scrappy series follows Segall and Mandel as these independents step into their own, learn how to win — and handle rejection — in the most competitive climate yet.

Episode One, “A New Era,” captures a spring and summer on the road: a packed indie-agency meetup in Miami, cross-country “match tour” stops, late-night hotel-room debriefs, and an emotional whirlwind through Cannes. Candid car rides, private voice notes, and unplanned conversations add texture and drama.
Across the series, viewers hear from a rotating cast – founders, marketers, and journalists who share their unscripted takes with Segall and Mandel.
“We’re not bound by growth for the sake of growth,” Oliver McAteer of agency Mischief says. “We could’ve taken on $10 million-plus accounts annually a few years ago. But it wouldn’t have been right. We’ve gotta wait and bide our time and wait for the right partners. Because if you’re saying yes to the wrong things, then you’ve lost from the moment you’ve onboarded the client.”
Co-founded by Segall and Mandel in 2020, NBZ is a consultancy that helps brands and agencies unlock growth by building agency brands that win and connecting marketers with agencies built for now. Segall and Mandel spent years on both sides of the aisle—inside holding companies and founder-led shops—before launching NBZ during the pandemic. Filming this series, they say, was the only honest way to document the moment.
“If we don’t tell these stories now, we lose the people who make this industry worth rooting for,” says Segall.
It’s still tough out there, cautions Mandel: “It is so competitive right now, that even if you are the right solution for a client’s brief, it does not mean you’re gonna win.”