The agency-side marketing discipline is facing a crossroads and may be viewed as expendable by clients, according to WARC research.
Based on a 2025 survey of 1,127 strategists, the report found 80% agree strategy must adapt and 62% say it's expendable when budgets are tight.
The most significant opportunity for strategists in the next year is helping clients with industry disruption and growth, and 78% believe AI will accelerate strategic development.
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The State of Agency-Side Marketing Strategy in 2025
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