1. Home
  2. Surveys
  3. Agency Core 2025
Agency Core Study of 2025

Agency Leaders See Uncertainty Ahead

A landmark research initiative based on the voices of 778 small and mid-sized agency leaders.

Access the Data Visualization Download the Report
778 small and mid-sized agency leaders
The word that came back most Uncertain.
47% feel strongly optimistic, down from 74% in 2023
7% extremely effective at growing existing-client revenue
Illustration of a person speaking through a megaphone surrounded by charts
The results are in

Now it’s your turn to explore.

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.

  • Strategy
  • Staffing
  • Client relationships
  • AI
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 icon 01

    Crumbling pipelines

  • Shifting client expectations icon 02

    Shifting client expectations

  • Economic unease icon 03

    Economic unease

  • Talent challenges icon 04

    Talent challenges

  • Fast-evolving digital ecosystem icon 05

    A fast-evolving digital ecosystem

Yet amid the uncertainty, some agencies are thriving. And this study shows how.

Explore the Findings

Your Way

Business Analytics and Performance Reporting

Interactive Data Visualization

Filter by role, agency size, geography, and more. Discover the patterns that reflect your agency’s reality.

Access the Data Visualization
Research Reports and Business Resources

Executive Summary Report

Get the distilled takeaways, stats, and segment profiles in one downloadable PDF, perfect for team discussions or leadership planning.

Download the Report
Video Learning and Training Resources

Watch the Podcast

If you’re curious how the 2025 findings landed, we talked them through in a conversation on the Build a Better Agency podcast.

You can watch it here
What

The Data Reveals

2023 74%
2025 47%

Leaders who feel strongly optimistic about their agency’s future.

  1. 01

    Optimism has collapsed: Only 47% of leaders say they feel strongly optimistic about their agency’s future, down from 74% in 2023.

  2. 02

    New business is breaking down: 43% say finding right-fit clients is harder than ever. Nearly a threefold increase in just two years.

  3. 03

    Only 7% of agency leaders say they’re extremely effective at growing revenue from existing clients.

  4. 04

    AI isn’t the top threat! Underpricing, weak positioning, and pipeline pain dominate instead.

  5. 05

    Client defection is rising, yet most agencies still lack a formal system to protect loyalty.

  6. 06

    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.

Illustration of a hand moving a chess piece
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