Summary
The culture inside marketing agencies is changing as post-pandemic work realities, demanding employees, new revenue opportunities, and economic uncertainty collide. Forrester foresees a future in which the creative environments, leaders, and experiments so emblematic of agency life give way to a focus on new product solutions, leadership, lines of revenue, and opportunities to reclaim digital media authority. This report makes five predictions for agencies as we look ahead to 2023 and the emergence of a brave new agency culture.
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