Predictions Report

Predictions 2023: Agencies

The Talent Transformation Forces The Culture Change In Agencies

October 27th, 2022
Jay Pattisall, VP, Principal Analyst
Jay Pattisall VP, Principal Analyst
With contributors:
Keith Johnston , Mike Proulx , Jen Sanning , Kelsey Chickering , Ted Schadler , John Arnold , Thomas Husson , Lexie Lawhon

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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