The Future of Brand and Agency Relationships

New IPA report identifies five most prominent models for brand and agency relationships over next decade.

New IPA report identifies five most prominent models for brand and agency relationships over next decade.

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.

The report is divided into four parts:

PART 1 - A Consumer Landscape in Flux: Navigating consumer futures in the 2020s
PART 2 - Industry Futures: Forces shaping the future of advertising
PART 3 - Brand and agency relationships in the 2020s: A pendulum of working
PART 4 - Concluding thoughts: A look to 2030

Part 1

Draws on new 2020 consumer research and analyses how consumer futures will be impacted in the 2020s using a framework of core human needs and macro drivers.

Part 2

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.

Part 3

Evaluates the models for agency and brand relationships that 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. There are five of them: titan, engineer, coalition, hybrid and inhouse.

Part 4

Concludes 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.