As more brands build in-house marketing capabilities and look for more flexible partnerships to enhance and extend those practice areas, agencies must demonstrate their value more intentionally.

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The agency business grew at a modest clip in 2024, but caution signs are flashing in 2025. Click on the tiles below to see all content from Ad Age Agency Report 2025, produced as an online report for ...

In the 1990s, the internet became mainstream. Some people thought it would transform everything, and some thought it would crash and burn—a bit like the conversation around AI today. Both camps were ...