HATTIE’S YEAR AHEAD FORECAST: WHAT’S NEXT FOR AD AGENCIES?

Hattie was invited by Campaign to predict what the year ahead holds for ad agencies.

The marketing and advertising industry is evolving at pace, and agencies that embrace change will thrive. Independent agencies are on the rise, offering agility and fresh thinking. With AI reshaping how success is measured, brands are likely to shift from time-based fees to performance-driven models, allowing agencies to focus on real business impact and creative work which drives commercial success.

The way agencies work is also changing, with more freelancers and diverse talent joining the mix. While this brings opportunities, maintaining strong culture and collaboration is key. As 2025 unfolds, now is the time to embrace innovation, leverage AI responsibly, and adapt fearlessly to the future.

Read Hattie’s full prediction for the year ahead here.