New IPA report identifies five most prominent models for brand and agency relationships over next decade: titan, engineer, coalition, hybrid and in-house.
This latest report for the IPA by the global consumer trends agency, Foresight Factory, published in November 2020, looks at the consumer and industry forces that will shape the future of marketing, and reveals the agency business models we can expect to see in the next decade, as well as which ones will thrive.
New 2020 consumer research and analysis shows how consumer futures will be impacted in the 2020s using a framework of core human needs and macro drivers.
The report draws on the expected changes to the consumer landscape above, as well as the insights from 18 leading brand and agency experts, to examine the most
significant developments that will shape brand and agency approaches to effective marketing in the 2020s.
Five models for agency and brand relationships will prove the most successful over the coming decade in meeting the challenges and needs presented by the predicted changes to the consumer and industry landscape: titan, engineer, coalition, hybrid and in-house.
There is an expanding remit for agencies in the 2020s; to become long-term and integral business partners – fundamental to the commercial success and sustainable growth of their clients.
This is the latest in the series of IPA thought leadership commissioned on the shape of the agency business.