Agencies

“The biggest challenge for media and agencies in 2026 won't be scale; it will be authenticity. Industry consolidation often sidelines the variety and breadth of voices needed for true cultural fluency, making it harder to authentically reach growing audiences and emerging subcultures. Instead, brands will increasingly look beyond traditional agency models to the creator economy. The most valuable creators are building robust commerce ecosystems around their communities. Partnering with them for cultural nuance and 360 campaigns is the essential path to relevance, resilience and growth.”

“The big six holding companies are getting squeezed from both sides — consultancies above, in-housing below — and the next decade will be brutal for anyone not specializing.”

“The agency holding companies are running out of organic growth options — expect a wave of mega-mergers as they try to match Google and Meta's scale on data and AI.”

“95% of what marketers currently use agencies for will soon be handled by AI.”

“I the my cynical take on it would be that they, you know, can't they can't take on Google or Meta in terms of what they're trying to do in some ways. Um, and that these tools will become so widely used that you may not even need an agency um to to do some of this stuff.”

“My reporter sense, what do you what would you look for? Like who would be the the best source for something like that? Because I'll go I'll go get this story. That's why I do these interview these talks. I we'll we'll go write that story. Who who would you like to hear from on that?”

“I would say um uh the top 10% of agencies are are truly in it in it for the customer to win. So everyone um is just looking for finally a a clean set of data to make better decisions and then I think as as we progress as a business alien my my and we have more experience working with a broader set of agencies. Um I think yeah maybe if you speak to me in a few years time I might have a different uh bias but that's my honest answer uh for you right now.”