In 2025, almost 80% of senior marketers plan to review their agency partnerships, indicating significant changes in the agency landscape. Creative agencies and tech platforms will be under increased scrutiny, with media agencies not safe either as 43% of brands signal potential reviews.
Partnerships built on solid foundations of trust and shared goals will be essential for agencies to weather the upcoming scrutiny and ensure longevity with their clients.
Listening to audiences in new ways and critically assessing technology usage are vital considerations for agencies to remain relevant and responsive in tomorrow's media world.
Media costs have surged 20% in two years, and capturing audience attention has become increasingly expensive, necessitating innovative adaptations from agencies.
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