Client relationships continue to be a central part of how agencies experience stability, growth, and risk.

As agencies grow, leaders often describe a shift in how work is organized, communicated, and sustained across teams.

Agency leaders participating in the Agency Core 2025 Research describe operating in an environment shaped by uncertainty, heightened expectations, and shifting market conditions.

Pricing is a core part of how agencies operate, yet it is rarely discussed in isolation. In Agency Core research, pricing appears alongside broader operational pressures, client expectations, and questions of value.

Agency leaders frequently reference the mix of strategic thinking and tactical execution when describing the work flowing into their agencies.

Agency leaders are entering 2026 with a different outlook than they reported just two years earlier.

Agency leaders participating in the Agency Core 2025 research frequently reference changes in how clients engage with agencies, evaluate value, and define expectations.

Rapid technological change is a visible backdrop in how agencies describe their current environment.

Agency Core research makes it possible to observe how agency-reported needs and concerns shift when viewed across multiple study periods.

Agency leaders describe navigating an environment shaped by uncertainty, shifting client expectations, and evolving definitions of value.