Agency Core
Study of 2025
Study of 2025
Agency Leaders See Uncertainty Ahead
A landmark research initiative based on the voices of 778 small and mid-sized agency leaders.
A landmark research initiative based on the voices of 778 small and mid-sized agency leaders.
The results of the Agency Core Study of 2025 are in, and now it’s your turn to explore what agency leaders like you are thinking, facing, and planning next.
This year’s study captured the voices of hundreds of small and mid-sized agency leaders. From strategy and staffing to client relationships and AI, the findings reveal what’s really happening inside agencies today and what it takes to grow tomorrow.
This year’s study captured the voices of hundreds of small and mid-sized agency leaders. From strategy and staffing to client relationships and AI, the findings reveal what’s really happening inside agencies today and what it takes to grow tomorrow.
What the
Study Uncovers
Confidence is down. Complexity is up.
And across the industry, agency leaders are asking:
“Are we built for what’s coming?”
And across the industry, agency leaders are asking:
“Are we built for what’s coming?”
The study reflects that tension.
It captures the voices of agency founders, executives, and strategists facing:
It captures the voices of agency founders, executives, and strategists facing:
Yet amid the uncertainty, some agencies are thriving. And this study shows how.
Crumbling
pipelines
pipelines
Shifting client
expectations
expectations
Economic
unease
unease
Talent
challenges
challenges
A fast-evolving
digital ecosystem
digital ecosystem
Explore the Findings
Your Way
Interactive Data
Visualization
Visualization
Filter by role, agency size, geography, and more. Discover the patterns that reflect your agency’s reality.
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Executive
Summary Report
Summary Report
Get the distilled takeaways, stats, and segment profiles in one downloadable PDF, perfect for team discussions or leadership planning.
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Public Webinar
Recording
Recording
Watch the full July 7 walkthrough, complete with data insights, context, and live Q&A from agency leaders across the U.S.
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What
The Data Reveals
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Optimism has collapsed: Only 47% of leaders say they feel strongly optimistic about their agency’s future, down from 74% in 2023.
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New business is breaking down: 43% say finding right-fit clients is harder than ever. Nearly a threefold increase in just two years.
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Only 7% of agency leaders say they’re extremely effective at growing revenue from existing clients.
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AI isn’t the top threat! Underpricing, weak positioning, and pipeline pain dominate instead.
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Client defection is rising, yet most agencies still lack a formal system to protect loyalty.
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The Thought Leaders and Loyalty Builders segments are outperforming by doing a few key things differently, like consistently investing in niche positioning and client experience.
Use This
Study to Fuel
Smarter Moves
Smarter Moves
Whether you’re leading a five-person team or a 50-person firm, these insights help you:
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Benchmark your agency’s strengths and gaps
Align your team around top priorities
Make clearer, faster, better-informed decisions
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Understand what sets top-performing agencies apart
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Share data-backed thought leadership with clients and peers
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Weekly Insights Like This?
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Built for people who want:
Built for people who want:
Trends decoded
Data that matters
Advice that’s actually useful
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when the results are out!
when the results are out!
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