Summary
The marketing agency industry will continue to evolve in 2025 in pursuit of better brand experiences and performance. Brands’ evolving needs call for offerings that double down on differentiation. The division of creative services will be an opportunity for new companies and collaborations to deliver both creativity and scale. AI efficiencies will call in-house marketing capabilities into question. Performance media agencies will take the final step in media transformation. Commerce agencies will thrive with global holding companies at their backs. And the combination of data brokers with CRM will create a new agency category. Read this report to learn about Forrester’s predictions for marketing agencies in 2025 and what they mean for CMOs.
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