Original & Independent
Research Built for Agencies
A Clearer Picture of the Agency Landscape.
Agency Core conducts original research focused solely on agencies — not marketers, not vendors, not platforms.
Just agencies.
Our work documents how the industry is changing, what leaders are facing, and where the pressures and opportunities truly are.
As an independent nonprofit, we don’t package or interpret the data for you.
We publish it openly so the agency community can examine it, question it, and use it however they choose.
Our Mission
To democratize agency intelligence by publishing free, independent data that removes guesswork, exposes reality, and empowers leaders to act with clarity instead of relying on opinions.
Our Vision
A future where every agency leader can access accurate, independent insight, enabling the industry to operate with shared understanding rather than hype, opinion, or uncertainty.
The Need for
FREE, ACCESSIBLE, and RELIABLE Agency Data
High-quality agency data is rare — and too often locked behind paywalls.
Agency Core exists to remove that barrier by publishing research that’s free, accessible, and built specifically for agencies of every size.
As an independent nonprofit, our role is simple: make reliable data available to every leader who needs it, so agencies can benchmark, understand trends, and make decisions grounded in reality.
Our Commitment
Agency Core’s research is provided without cost and without conditions.
Our commitment to transparency ensures every agency can access real-world data, use it responsibly, and rely on it to inform future decisions.
The Cause.
The Research.
The Commitment.
The Continuity.
Agency Core was created to give agencies a dependable source of unbiased intelligence, a place where the realities of agency life can be documented clearly, without agenda or noise. Each edition of our research builds on the last, forming a long-term, year-over-year record of how agencies are changing, adapting, and leading through complexity.
Our commitment is to publish this work openly and consistently, ensuring that every agency, regardless of size or resources, can access the data that shapes smarter decisions.
The continuity holds. The 2026 data is yours to use.
Help Shape the
Future of
Agencies.
We invite agency leaders to share their perspective for the 2026 edition of Agency Core’s research.
This survey is anonymous and takes less than 15 minutes. Your answers will be combined with responses from agencies across the industry to help build a clearer, more accurate view of the agency landscape.
What
The 2026 Study Found
The 2026 edition reveals the pressures, choices, and blind spots defining the agency landscape.
Every finding is reported anonymously and published openly, free for any agency.
This year the data showed:
- 51% now see the market changing dramatically, up from 35% in 2025
- 84% are adapting operations, yet few follow through on what matters most
- Only 13 to 16% fully execute the strategies they call most important
- Three mindsets split the industry, and only one is pulling ahead
- 91% of clients feel helped, but 42% plan to pull back within a year
- Clients are not paying less for AI, they are paying for better thinking
What You Can Expect
Independent
Partners
These organizations collaborate with Agency Core to strengthen the quality, reach, and independence of our research.
Truth Shared. Not Sold.
Agency Core exists to put accurate, independent insight in front of every agency. The 2026 study holds that line: an honest look at how agencies are operating, deciding, and evolving.