At a glance

Agencies are facing increased pressure from multiple sources, but also have opportunities to adapt in powerful, valuable ways for clients.

Why it matters

In-house shops and consultancies are taking on the traditional roles of agencies, which also face significant cost challenges. The need to move at higher speed, and an emphasis on hard results, are also undermining established business models.


  • As clients focus on purpose, agencies that can help businesses succeed in this area are well-positioned for success.
  • Global scale, combined with local-market insights, can help agencies conceive and test ideas in innovative ways.
  • Hiring diverse teams which truly represent the population is vital to generating ideas that engage different target audiences.