Agency layoffs are one of the most consequential decisions a leader will make, and most agencies handle at least one part of the process badly. Whether it is the timing, the communication, the selection rationale, or the recovery plan, something usually goes wrong, and the cost is rarely limited to the people who leave. This…
The agency of record model gives a single agency primary responsibility for a client’s marketing output, typically across strategy, creative, and media. It’s a long-term, exclusive or near-exclusive arrangement built on deep integration rather than project-by-project competition. For some clients, it’s the most efficient structure available. For others, it quietly becomes one of the most…
An independent media agency is a media planning and buying firm that operates outside the ownership structure of the major holding groups, WPP, Publicis, IPG, Omnicom, and Dentsu. That distinction shapes everything: how the agency is incentivised, how it makes buying decisions, and how much of its attention is genuinely pointed at your business rather…
The marketing agency model is under more structural pressure in 2025 than at any point in the last decade. Not because clients are spending less, but because they are spending differently, demanding more, and increasingly questioning what agencies actually do for them. The agencies that survive this period will not be the ones with the…
An agency pitch is a competitive presentation in which an agency makes its case for winning a client’s business. Done well, it is a structured argument, not a performance. The agencies that consistently win pitches are not the ones with the slickest decks or the most creative theatre. They are the ones that understand the…
An affiliate management agency runs your affiliate programme on your behalf, handling everything from partner recruitment and onboarding to commission structures, compliance, and performance reporting. They sit between you and your affiliate network, doing the operational work that most in-house teams either lack the time or the specialist knowledge to do well. Whether you need…
Agency revenue growth stalls for a predictable set of reasons, and most of them have nothing to do with the quality of the work. Agencies lose revenue through poor pricing, weak client retention, and a new business model that relies almost entirely on referrals and luck. Fix those three things and you fix most of…
Ad Age Leading Women 2025 is an annual recognition programme that spotlights senior women driving commercial and creative impact across the marketing and media industry. The 2025 cohort spans agency heads, brand CMOs, media executives, and growth leaders, and taken together the list offers a useful read on where leadership capability is actually concentrated right…
Agency partnerships work when both sides bring something the other cannot easily replicate, and when the commercial terms reflect that reality honestly. The ones that fail, and most eventually do, collapse because the initial enthusiasm masked a fundamental mismatch in expectations, capability, or accountability. Done well, a partnership extends your agency’s reach, fills genuine capability…
A digital marketing agency partnership works when both sides are aligned on commercial outcomes, not just deliverables. The right agency brings capability, accountability, and a working knowledge of your market. The wrong one brings decks, jargon, and a retainer that outlasts its results. Choosing well comes down to knowing what you actually need, understanding how…
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