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# Coinbase drops Wavemaker for indie shop Noble People after five years
- URL: https://www.medianexis.com/coinbase-drops-wavemaker-for-indie-shop-noble-people-after-five-years/
- Published: 2026-10-22T16:04:00.000Z
- Updated: 2026-10-22T16:04:00.000Z
- Description: Ad Age’s Ewan Larkin reports that Coinbase ended its five-year media agency relationship with WPP’s Wavemaker, moving its business to the far smaller independent shop Noble People.
- Author: The Signals Desk
- Tags: Agencies, Ewan Larkin, Coinbase names Noble People media AOR

**Why it matters.** Independent shops gain leverage in pitches as holding-company scale becomes a weaker selling point against nimble, specialized media expertise.

*Signal from* [*adage.com*](https://adage.com/?ref=medianexis.com) *·* [*Ewan Larkin*](https://www.medianexis.com/tag/by-ewan-larkin/) *·* [*read the original*](https://adage.com/agencies/accounts-in-review/aa-coinbase-hires-noble-people-leaves-wpp-wavemaker/?ref=medianexis.com)*.*