US EditionForrester Has some Dark Predictions for Agencies in 2026
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According to the report Predictions 2026: Marketing Agencies published by Forrester on October 1, marketing agencies around the world will undergo a major transformation. Jay Pattisall, Vice President and Senior Analyst of Forrester, summarizes this change: "In 2026, marketing agencies will no longer act solely as agents, but also as owners, resellers, consultants and partners." Traditional models focused on client representation give way to hyb…
Forrester: Agencies must slash staff and diversify or die - DecisionMarketing
Wannabe Don Drapers had better think again; marketing and advertising agencies are facing the biggest shake-up in their history, with the rise of technology – especially AI – forcing them to take on a raft of new roles with a significantly reduced workforce. That is the bold forecast from Forrester’s 2026 Marketing Agency Predictions, which reckons that “agencies are forgoing their franchise to act as agents on behalf of clients to become market…
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