Agencies will find a fork in the road in 2026, according to the 4As new Look Ahead report. Mollie Rosen, President, Member Experience at the 4As, joined Agency Business to talk about the report.
The 4As draws a distinction between two emerging types of agencies. Ones that behave like technology companies by scaling their own offerings, and others that double-down on strategy. Either approach can be successful, but the obvious implication is that their business models will increasingly deviate. It’s not necessarily that agencies fall into one or the other bucket, Mollie clarified, but that the approaches represent two sides of a single continuum.
