Marketing agencies may feel dissatisfied with the findings presented in the “Agency Acceleration 2024” report. The report reveals that none of the globally surveyed clients indicated that agencies fully bring innovation to their businesses or operate in a way tailored to their unique needs. This perception suggests that agencies are applying generic solutions, offering them in a similar or identical form to all or nearly all clients.

The highest-rated characteristic of agencies turned out to be honesty, followed by the regularity of reporting results and understanding the client’s business and challenges. However, in the context of innovation and the lack of tailored solutions to meet the specific needs of companies, the market appears to function in a “Yes-Agency” model. In this approach, understanding the client takes precedence, but there is a lack of concrete actions adapted to individual requirements.

The “Agency Acceleration 2024” report was developed based on research conducted in April 2024 by Funnel in collaboration with independent research partner Ravn Research. Interviews were conducted with 327 marketing professionals working on both the advertiser and marketing agency sides across the globe. The goal of the study was to identify the challenges faced by marketing agencies and explore how the most innovative agency teams stay ahead of the competition. The report presents this landscape against the backdrop of regulatory and technological pressures, as well as the growing importance of advanced data analytics and AI-supported automation.

The analysis covered a wide range of agencies, including creative, branding, performance marketing, online marketing, SEO, social media, traditional advertising, and integrated agencies. The findings emphasize the evolving perception of agencies’ value in the eyes of clients and their role in adapting to a dynamically changing marketing environment.