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.

Agency research is often discussed in terms of findings, reports, and published results. Less visible is what happens after that data is reviewed and shared internally.

Agency Core is built on the idea that industry visibility comes from collective input rather than individual interpretation.

Discover the key themes in Agency Core's 2024 survey, exploring challenges and opportunities for agency leaders navigating a dynamic marketing landscape.

Agency Core exists to publish what agencies report about their own realities. Its research is designed to make industry conversations visible without influencing how those conversations are interpreted or resolved.