Marketing Services Outlook Survey – results

We’re pleased to share the latest results from our Marketing Services Outlook Survey, offering a forward-looking view of agency performance as we move through 2026.

Running twice a year, the survey captures sentiment from senior leaders across the sector and complements the more detailed financial analysis published in our Annual Survey each November. The latest findings suggest an industry that has stabilised after several turbulent years and is beginning to look ahead with renewed, albeit measured, confidence.

Agencies are forecasting stronger margins and healthier revenue growth, alongside early gains from operational efficiencies and AI adoption. That improvement, however, is unlikely to be evenly distributed. We are seeing increasing polarisation across the sector, with clearly positioned specialists gaining momentum while broader generalist models face greater pressure on positioning and pricing.

AI is expected to become a clear differentiator. Those embedding it strategically into their proposition and operating model will be beginning to create an advantage, while others risk falling behind. With client budgets still under pressure and expectations continuing to rise, sustained success in 2026 and beyond will depend on focus, commercial discipline and the ability to adapt.

Overall, the outlook is more grounded but cautiously encouraging, with agencies increasingly focused on innovation, efficiency and long-term value creation.

If you would like to discuss the findings or explore how these trends relate to your agency, please get in touch.