New IPA and Tracksuit research reveals why agencies remain central to commercial success and where the biggest opportunities exist to redefine and strengthen their value for clients.
Based on interviews with agency leaders, industry commentators and brand marketers, Bridging the gap: Redefining the value of agencies explores how clients perceive agency value in an increasingly complex, AI-enabled marketing landscape.
The report finds that brand leaders believe agencies make a meaningful contribution to commercial success, yet highlights significant opportunities for agencies to better articulate the value of strategic thinking, creativity, challenge and external perspective. It also examines the impact of AI and in-housing, emerging client expectations, future agency models and the growing need for pricing innovation. The findings provide practical guidance for agencies looking to strengthen client relationships, demonstrate their unique value and position themselves for sustainable growth in the years ahead.
About Tracksuit: Tracksuit have reimagined brand tracking to make it easy, actionable, and affordable for modern marketers at businesses in every growth stage. Their dashboard-first solution helps marketers transform brand metrics into clear, compelling narratives that prove marketing impact and secure buy-in for continued investment. Find out more on the Tracksuit website.