This FAQ explores the agency ecosystem, the forces reshaping it, and what marketers should consider when evaluating agency partners.

The agency and marketing world is undergoing a strategic shift, with M&A activity surging in AI, experiential, and sports sectors. AI is no longer optional—firms like R/GA, Real Chemistry, and The Shipyard are acquiring to integrate automation, content generation, and efficiency into operations. Experiential marketing is also bouncing back, with global spending surpassing $128 billion and deals like BeCore and JetFuel reflecting renewed momentum. Meanwhile, sports marketing is booming, with Publicis and M&C Saatchi expanding to capture rising media rights value and digital viewership. Across sectors, the common thread is impact: marketers want scalable, measurable solutions that deliver real results.

Major advertising holding companies take divergent approaches to return-to-office policies: Employee retention and satisfaction hang in balance.

Marketers looking to bolster their influencer strategies must navigate a growing number of agencies, platforms, and vendors. Here’s a breakdown of the key players in the space.

The ad agency ecosystem is vast, complex, and ever-changing. It now faces changes brought on by AI and clients’ shifting preferences over how and where to spend their advertising dollars.