Three boutique PR firms, Six Eastern, Daly and Care of Chan, have joined forces to launch a new agency collective, Plenty & Co. The collective is comprised of three firms and aims to provide strategic, bespoke advisory services over expensive, big-box PR. Unlike traditional roll-ups, the collective does not consolidate ownership or force integration, allowing clients to tap into the expertise of these individuals. This model aligns with modern comms functions already operating internally. This shift could increase pressure on large holding companies struggling with consolidation, margin compression and talent retention.