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.
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?”
The study reflects that tension.
It captures the voices of agency founders, executives, and strategists facing:
Crumbling pipelines
Shifting client expectations
Economic unease
Talent challenges
A fast-evolving digital ecosystem
Yet amid the uncertainty, some agencies are thriving. And this study shows how.
Explore the Findings
Your Way
Interactive Data Visualization
Filter by role, agency size, geography, and more. Discover the patterns that reflect your agency’s reality.
Executive Summary Report
Get the distilled takeaways, stats, and segment profiles in one downloadable PDF, perfect for team discussions or leadership planning.
Public Webinar Recording
Watch the full walkthrough, complete with data insights, context, and live Q&A from agency leaders across the U.S.
What
The Data Reveals
- Optimism has collapsed: Only 47% of leaders say they feel strongly optimistic about their agency’s future, down from 74% in 2023.
- New business is breaking down: 43% say finding right-fit clients is harder than ever. Nearly a threefold increase in just two years.
- Only 7% of agency leaders say they’re extremely effective at growing revenue from existing clients.
- AI isn’t the top threat! Underpricing, weak positioning, and pipeline pain dominate instead.
- Client defection is rising, yet most agencies still lack a formal system to protect loyalty.
- 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
Whether you’re leading a five-person team or a 50-person firm, these insights help you:
- Benchmark your agency’s strengths and gaps
- Align your team around top priorities
- Make clearer, faster, better-informed decisions
- Understand what sets top-performing agencies apart
- Share data-backed thought leadership with clients and peers
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