Future of the Agency

What is the agency of the future? Explore the frontiers of forecasting, new business models, and technologies with us.

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2024 Tech Trends Report

The Future Today Institute forecasts emerging technology trends that will influence the advertising, public relation, media, and journalism industries in the year ahead.

4A’s and ANA | Agency Search Simplification Report

Agency Search Simplification Report

The search process by which a client identifies an advertising agency partner has become complex and painful for both clients and agencies, with many wondering how it can be improved.. In late 2021, the ANA and the 4A’s developed a joint working group to understand the challenges with agency search and consider how it could […]

Evolution of the Advertising Agency Business

4A’s Research illustrates changes in the ad agency industry, including agency revenue, growth in employment, and share of ad expenditure by medium.

BenchPress Agency Survey

The Wow Company’s annual survey of independent agency owners in the UK focusing on agency outlook for 2022, biggest challenges, and financial performance benchmarks.

M&A in Advertising, Marketing Services & Marketing Technologies |

McCracken Advisory Partners provides an overview of the M&A activity in the advertising and marketing industry for the past year.

New Year Outlook | 2022 Survey Report |

RSW/US highlights marketing trends, challenges, and predictions based on a survey of both marketers and agencies.

Publicis Groupe’s Senior Advisor Rishad Tobaccowala On “The Great Re-Invention” And The Future of Advertising

Rishad Tobaccowala, Senior Advisor to Publicis Groupe, joins Cross Screen Media CEO Michael Beach to share his insights on a range of topics including what the future of advertising looks like and how organizations can thrive in these unprecedented times.

Save Your Agency-Client Relationships from Drowning in the Pandemic Sea

Bruno Gralpois of Agency Mania Solutions writes clients can minimize risks and set a strong foundation for agency-client relations during this tense time by moving away from squeezing and pushing agencies to prioritizing and pulling them up.

4As Agency Financial Roundtable Meeting – (5-27-2020) |

The 4As Agency Financial Committee held a roundtable meeting on May 27, 2020. View the webinar deck here.

The Agency’s Guide to Making Money with Analytics

Alight Analytics provides guidance for ad agencies to create a profitable analytics program.

Agency Operational Measurement Study

The Society of Digital Agencies (SoDA) explores the state of operational and  business performance measurement at ad agencies.

Defining Moments in Agency History | In-Housing In-Context

Marsha Appel, former SVP, 4A’s Research looks at the history of house agencies to gain perspective on the current era of in-housing.

4A’s Releases Report: “The Quantum Age of Marketing”

4A’s Releases Report on Adapting Your Business to Change for Today and Tomorrow   The 4A’s today releases The Quantum Age of Marketing: How to Future-Make Yourself and Your Business In An Era of Rapid Change. In today’s “quantum age of marketing,” the advances of technology are rapidly evolving, impacting every area of our lives […]

Insights from 4A’s Research | Where the Agency Jobs Are

Marsha Appel, former SVP, 4A’s Research uses her expertise in government data to examine the most current employment data for advertising, marketing, and public relations firms to rank the top cities for agency employment. Reasons behind changes in rankings, impact of the recession, and a look towards the future of agency employment are included in this article

Garrand Moehlenkamp: The agency model of the future isn’t about WHAT you do. It’s about WHY you do it.

Garrand Mohlenkamp’s Chief Marketing (and Nourishing) Officer Matt Striker, shares his thoughts on the agency model of the future.